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Burger King

Burger Clan

The Challenge

Disciplines

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Burger King chose LOLA MullenLowe to develop Burger Clan, the first home delivery service adapted to online video games. 

Users of this service will also have the support of professional gamers, champions of the most popular games. 

The home delivery service, “Burger King® en Casa”, launched in 2014. Now the company presents Burger Clan, the first home delivery service within the online gaming platform PLAYSTATION® PLUS. 

Burger Clan is a pioneer service and world´s first, and with it, the company is once again anticipating the strategies of all its competitors. The initiative allows PLAYSTATION® PLUS members to place their Burger King® orders at home online while playing from their own PS4TM console and without having to put down the controller.


The project was openext four weekends from April 28th to May 21st, from Friday to Sunday. During this time period, the BURGER KING® brand will be operating a command center to handle these orders, together with nine professional gamers, champions of the most popular PLAYSTATION® PLUS games. All the action can be followed live at the BURGER KING® restaurant at Gran Vía, 69 in Madrid´s city center.


To order food at home, PLAYSTATION® PLUS member players must register on the www.burgerclan.es microsite and link their PlayStation® Network user ID to their Burger King® user at home. Once registered, they should add the specialty they like best - football, shooting, and driving – with the identified gamers to place their orders easily and comfortably while playing online with them.


This way, users can place an order with “Burger King® en Casa”, without abandoning or pausing the game, while playing with some of the top gamers on the national scene, like Alfonso Ramos Cuevas "Herzex", two-time world champion in 2008 and 2012 in his specialization, football, and Robert Abrey "Glaaix", captain of a professional team of gamers and considered one of the best strategy game players in Spain.


"Burger Clan is a totally disruptive and creative action, not only in the food sector, but also in the video game industry. It creates a great balance between usefulness and fun. As a brand, we love doing things differently and we believe that Burger Clan responds to this purpose. It's a great example of how we like to act as a company," says Bianca Shen Leme, Director of Marketing at Burger King Spain.


"In PLAYSTATION® PLUS we are committed to taking games to a new level, so in addition to offering innovative content, are constantly working to improve and amplify their benefits. Our users have already been able to gain early access to games, e-sports competitions, audiovisual contents and exclusive events, making the service an opportunity to enjoy a community with new possibilities. That's why this collaboration with BURGER KING® through Burger Clan reinforces our commitment to PLAYSTATION® PLUS users in offering them added value to their gaming experience," adds Jorge Huguet, Marketing Director at Sony Interactive Entertainment Spain and Portugal (Playstation ).

 

 

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