Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Burger King has added to its Cannes Lions awards haul by scoring the top prize in Direct, which celebrates targeted and response-driven creativity.
The fast-food brand’s “Stevenage Challenge,” created by David Miami, won the Direct Grand Prix. It also won a gold Lion in the category.
Launched in 2019, the campaign saw Burger King sponsor the little-known U.K. soccer team Stevenage FC. It invited players of FIFA 20 to pick Stevenage as their team and complete in-game challenges for a chance at winning prizes.
By backing an underdog, Burger King got brand exposure within the popular FIFA game for a fraction of the sponsorship cost, while Stevenage also received popularity online that had eluded the team in real life.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in