Monday, October 28, 2019

Burger King gets Consumer Interactive & Participatory Marketing

Success does leave clues and global brands have a distinct advantage in food marketing simply because they have more marketing professionals around the world exposed to more and more good ideas according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®
So, here is one example; have you ever heard of the Stevenage Football Club? Probably not—they play in the English soccer fourth division. But the Burger King brand has heard of them. In fact, the brand sponsors the soccer club and is launching the “Stevenage Challenge,” a series of challenges for soccer fans that, if completed, will reward participants with menu favorites like the Whopper sandwich, Chicken Sandwich, and Chicken Fries for free only through Uber Eats.

The goal? To turn possibly the smallest team in the real world into the biggest club in the online gaming world. Now that is a big goal.  It is also filled with consumer relevance and consumer facing touchpoints according to Johnson. All the more reason that Johnson said Burger King just might meet their goal!
The challenges range from simply scoring a goal to the nearly impossible, scoring from a corner kick. All with the new Burger King sponsored Stevenage F.C. shirt on. Soccer and Burger King fans alike can complete the set of challenges listed at All they have to do is share footage on Twitter of their great soccer feats, and in return they’ll get a free menu item, while delivery code supplies last.
Whether fans take on the “A Nutmeg for Nuggets” or “Impossible for Impossible Whopper” challenge, some have proven to be difficult, forcing fans to find other, more creative ways to complete them.
Fernando Machado, Global CMO of the Burger King brand, stated “It’s almost 2020 and the Internet community is still surprising me,”.  When Machado found out fans have already been sharing their new Stevenage Kit online. "The “Stevenage Challenge” is here to welcome everyone, because thanks to technology, this could be everyone’s team too,” adds Machado.
The team at Foodservice Solutions® wants to congratulate Machado and his team for expanding its partnership with Uber Eats while expanding its brand invitation. Soccer continues to be the fastest growing sport in the world, combine that with BK fresh food and Uber Eats and you have marketing interactive participatory success with happy customers. 
Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit: for more information.

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