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
![Tim Hortons Seasonal Activation - tv](https://static.wixstatic.com/media/777a1b_e50a7841e1334cfd90a54bcc0dcfaf42~mv2.jpg/v1/fill/w_980,h_678,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/777a1b_e50a7841e1334cfd90a54bcc0dcfaf42~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_efd8bbd2a6cd4042bab90dd7371ea465~mv2.jpg/v1/fill/w_478,h_677,fp_0.5_0.44,q_90/777a1b_efd8bbd2a6cd4042bab90dd7371ea465~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_8340c1cb4765491397956c3f7dca3d2a~mv2.jpg/v1/fill/w_957,h_677,q_90/777a1b_8340c1cb4765491397956c3f7dca3d2a~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_ab10bfd438ae4d9093a98055087ff4c5~mv2.jpg/v1/fill/w_957,h_677,q_90/777a1b_ab10bfd438ae4d9093a98055087ff4c5~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_32970037a6ff4a9d9f505e1c1c31edf2~mv2.jpg/v1/fill/w_478,h_677,q_90/777a1b_32970037a6ff4a9d9f505e1c1c31edf2~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_7f05733366df423caa110f48e415d069~mv2.jpg/v1/fill/w_478,h_677,q_90/777a1b_7f05733366df423caa110f48e415d069~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_d1b9a2097bcc477f9749c38b205cbb1f~mv2.jpg/v1/fill/w_957,h_677,q_90/777a1b_d1b9a2097bcc477f9749c38b205cbb1f~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_c4bce6c107394067a5c23d635920815b~mv2.jpg/v1/fill/w_957,h_677,q_90/777a1b_c4bce6c107394067a5c23d635920815b~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_b60c1bace30f4a46aaff6a0cbf0a82fd~mv2.jpg/v1/fill/w_478,h_677,q_90/777a1b_b60c1bace30f4a46aaff6a0cbf0a82fd~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_5a56d9e162f14ba0ab48a81f2ac90f17~mv2.jpg/v1/fill/w_478,h_677,fp_0.49_0.43,q_90/777a1b_5a56d9e162f14ba0ab48a81f2ac90f17~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_db79c4dd223947b4a4bdd68997e4a05f~mv2.jpg/v1/fill/w_957,h_677,q_90/777a1b_db79c4dd223947b4a4bdd68997e4a05f~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_eb43a26405e54eb2909258b182d9438b~mv2.jpg/v1/fill/w_957,h_677,fp_0.32_0.53,q_90/777a1b_eb43a26405e54eb2909258b182d9438b~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_78856f06f87a4a33b619ca058b2eb4fc~mv2.jpg/v1/fill/w_478,h_677,q_90/777a1b_78856f06f87a4a33b619ca058b2eb4fc~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_d3b9dba06dc64ccc8135532e775e9e83~mv2.png/v1/fill/w_478,h_677,q_90/777a1b_d3b9dba06dc64ccc8135532e775e9e83~mv2.png)
![](https://static.wixstatic.com/media/777a1b_af7a7cfd489d44e9b5e04ad04a38996d~mv2.jpg/v1/fill/w_957,h_677,q_90/777a1b_af7a7cfd489d44e9b5e04ad04a38996d~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_6d76873f61cc4b7ba734ef8e304a77b1~mv2.jpg/v1/fill/w_957,h_677,fp_0.35_0.41,q_90/777a1b_6d76873f61cc4b7ba734ef8e304a77b1~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_12701ee8b90943e98ac0020ddcbcc457~mv2.jpg/v1/fill/w_478,h_677,q_90/777a1b_12701ee8b90943e98ac0020ddcbcc457~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_2a27f49033944a45b33fba0f9868b4a7~mv2.jpg/v1/fill/w_478,h_677,fp_0.53_0.49,q_90/777a1b_2a27f49033944a45b33fba0f9868b4a7~mv2.jpg)
![](https://static.wixstatic.com/media/777a1b_2fa6cb44098b425788a6850ed95436c6~mv2.png/v1/fill/w_957,h_677,q_90/777a1b_2fa6cb44098b425788a6850ed95436c6~mv2.png)
![Burger Town counter](https://static.wixstatic.com/media/777a1b_4b5070a33f3745c292a6b2aeca49c7b0~mv2.jpg/v1/fill/w_980,h_654,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/777a1b_4b5070a33f3745c292a6b2aeca49c7b0~mv2.jpg)
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.
![Burget Town outdoor view with palm trees](https://static.wixstatic.com/media/777a1b_55c1f3d424d647bfb0c24ef47d39480c~mv2.jpg/v1/fill/w_491,h_327,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/777a1b_55c1f3d424d647bfb0c24ef47d39480c~mv2.jpg)