Gamers Take On
The King.
Burger King and Activision bring Call of Duty to
life–with a little help from 500.
The launch of Call of Duty: Modern Warfare was a King-sized deal for Activision. Who better to partner with than the King himself? The Home of the Whopper was about to become Burger Town, mashing up a virtual gaming experience with real-life on the streets of Long Beach, California. In less than a month, we executed a complete restaurant takeover, including menu boards and graphics from scratch, specially fabricated Burger Town signs, a giant inflatable Bubby mascot (a.k.a. Murderbot), cool branded merch, and even menu items featuring names COD gamers would eat up. In the words of one fan, “It was like a 3D pop-up restaurant from the 2D virtual world.”
Service
Client
Experiential, Social Media, Promotional Activation, Public Relations
Burger King, Activision
Summary
2 mega-brands, 2 fan bases, 1 activation. The beauty of Burger Town lived in the authenticity of the idea. Bringing Burger Town from the COD games to the real world was a perfect idea. In less than 30 days we went from pitch presentation to event launch. 12 hours on location and we completely transformed a Burger King into a Burger Town, complete with a 30’ Bubby and an immersive gaming tent. From on-site to off-premise, the stunt drove traffic, traction and sales.
