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Just over a decade ago, Burger King’s “King Games,” a trio of Xbox titles starring its creepy King mascot, earned the Titanium Grand Prix at the Cannes Lions. Now, the brand has resurrected the eponymous “Sneak King” from one of the games to spook hosts and attendees of the E3 video game conference in Los Angeles this week.

chicken pretzel fries

The King has already been spotted in the flesh sneaking around, but this time, in the flesh. You can see him tiptoeing quietly behind (above) and sidling up to Twitch show hosts covering the conference, but he’ll also be attempting to surprise E3 attendees on the ground as well.

The idea was conceived out of MullenLowe, to promote the debut of Pretzel Chicken Fries.

from Creativity-Online:

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Burger King, the fast-food purveyor that has been known to pull a stunt or two, is celebrating fake food holiday National Doughnut Day in a bizarre fashion. The chain plans to serve a “Whopper doughnut,” which is the traditional burger with a big hole cut in the middle. This novelty food will be available in locations of the chain in Boston, Los Angeles, Miami, New York City, and Salt Lake City this Friday, June 1. And because doughnut holes are a thing, the portion of the Whopper that was cut out of the middle will served on the side as a slider.


It’s prom season, and apparently that goes for fast food chains too, as Burger King recently asked a neighboring Wendy’s to the prom.

Boston-based agency MullenLowe was behind the prom stunt. And this isn’t the first time Burger King has embraced its fast-food rivals, as it funneled Whopper fans to neighbor McDonald’s on the chain’s day to raise funds for children’s cancer research in Argentina.

As of publication, there was no response from Wendy’s.

Read more at The Drum:

Burger King created a whole new way for consumers to have it their way in Spain. There, along with its agency Lola MulllenLowe Madrid, it debuted a social campaign that allowed consumers to customize a Whopper through Instagram. Nine different stories featured the burger’s various ingredients, which users could change up using polls. Completing the polls would generate a special coupon that Burger King would send to the users through a direct message, and the consumers could then head over to the nearest BK to redeem their customized Whoppers for free.

instagram whoppers

That was just the first part of the campaign, however. Burger King pooled all the data collected from the polls to inform its newest menu item–The InstaWhopper–a limited-run offering that patrons could purchase at Burger King in Spain. The most-preferred burger features a double patty with cheese, bacon, ketchup, mayo, lettuce, onion and tomatoes–but no pickles, which turned out to be the least-popular ingredient.

According to the agency, the “Stories Ordering” campaign saw more than 270,000 interactions, the creation of nearly 35,000 customized Whoppers and a 5,000 follower Instagram jump.

Lola MullenLowe Madrid was also behind the Burger King campaign that allowed gamers to order Whopper delivery–from inside the Playstation universe.


from Creativity-Online:

Understanding the first interaction Burger King chief marketing officer Fernando Machado had with the brand could explain why the burger behemoth goes out of its way to make a splash.

“As a teenager [in Brazil], I saw the cool advertising that the brand did, like Subservient Chicken and Whopper Freakout from those years,” he said, referring to the buzzworthy work created by long-time agency Crispin Porter + Bogusky. “It’s so far back in time and at the same time, it’s still fresh and shows how far ahead of time Crispin was back then.”

Keeping the work fresh and noteworthy – and making sure it seeps into popular culture – is one of Machado’s missions. Machado, who came to the brand from Unilever four years ago, saw opportunity, but also a brand that was perhaps trying to be something it truly wasn’t and veering away from what made it special in the first place.

Speaking at the Worldwide Partners International (WPI) conference in Miami, he shared some of the work in between the Crispin glory days and today. One spot, inexplicably featuring singer Steven Tyler, was particularly galling.

“How did [the brand] go from Subservient Chicken and Whopper Freakout to this?” he asked. “It’s lazy marketing.”

Read more at The Drum: