Case Study Pillafijo

In Christmas 2022 - 2023, Burger King asked us to help them with one of their flagship promotions "PillaFijo", which ran between December 1st and January 8th. They wanted Play The Game to come up with an idea with content creators to amplify the campaign. Which consisted of all orders placed through registration in the MyBurgerKing app having secure prizes.

Proposal:

We soon realised that the approach had to be different, in which the campaign would integrate naturally with the content of each creator and that it would not be perceived as an aggressive promotion towards the consumer, creating advertising content while bringing fun to the audience.

Thus, for the execution of the action, we decided to count on some of the creators of content trends in Spain as far as humour is concerned, we got the participation of Xurxo Carreño, Danielfezz, Rubentonces and Jonathan26.

They were in charge of communication through humorous videos on social media (Instagram and TikTok), where they explained how to participate and the prizes that could be won. But the key was that they did it using the storytelling that they follow with their characters on a regular basis in their networks, in this way an organic communication was achieved and with a perfect integration.

Value:

In Play The Game apart from gaming, we also manage content and new entertainment actions (either directly or indirectly related to our territory, given that gaming has become mainstream) we are in charge of shaping the general idea and its descent into the launched content. But we also manage the campaign as a whole (talent selection, negotiation, management, optimisation and reporting). And of course, the link between client and content creators, always understanding the context and the needs that Burger King had with this campaign in the digital section.

Results:

The result was excellent, a fun campaign was achieved and had a very positive feedback from consumers, which moved away from aggressive and invasive advertising.

At the same time and in terms of numerical Kpis, the established objectives were achieved in a remarkable way.

Just over 2.2 million impressions were achieved across the different platforms. And there were more than 130,000 interactions.

Client quote:

"From the launch of the brief, through the proposal and the measurement of results the Play The Game team has been very responsive and reactive to all our needs. They have helped us to highlight the value of our campaign, communicating it in a differential way and adapted to the language of the target we were looking for".

Borja Moya, Head of Digital Marketing at Burger King.