Case Study El King de la Baraja

→ Context.

In mid-summer 2023, Burger King launched the promotion "El King de la Baraja" in order to reward the loyalty of its customers, and to reach the different targets established.

Once again they trusted us. This time they wanted us at Play The Game to be in charge of reinforcing the campaign by implementing a presence in networks through different content creators.

→ Proposal.

After a series of meetings with the client and an in-depth study of the brief, we began an exhaustive analysis of the communication needs of the campaign and its different scenarios.

Among the questions were what type of profiles would be appropriate, what the tone should be when it came to communications, and which social networks would achieve the greatest reach and engagement of the target.

→ Value.

We developed the timing and content strategy adapting to new trends in networks, such as the amplification of campaigns through Spark Ads on TikTok, with creators such as Sergio Jurado and Xurxo Carreño, who provided a comic and lighthearted style, in line with the brand and campaign and also allowed us to impact a broad target (families, adults and young people). At the same time, explain to the audience a promotion full of prizes and possibilities.

We take care of the negotiation and integral management of the campaign, as well as the development of the brief, the script or the contract for the talents, among other tasks.

In this way, we make it easier for the brand to be completely unconcerned and to focus on other possible aspects of the King de la Baraja campaign, in the absence only of verification on their part.

→ Results.

• The result was remarkable, doubling some of the tentative sales targets set. TikTok also surpassed 1.3 million views, with a very high engagement. This allowed us to reach a large percentage of a renewed audience, creating new bonds of union, while at the same time creating loyalty among consumers already rooted in the brand.

→ Client Quote.

Once again Play The Game has been up to the task of creating differential activations despite the demands of the event and all the unforeseen events that arose. Being able to count on them is a pleasure, they always adapt perfectly to our needs.

Borja Moya, Head of Digital Marketing at Burger King