Following the launch of “Burger Town”, Call of Duty’s in-game spoof of Burger King, how can we create stronger connectivity between the virtual location and the real-life brand experience?

Gamers are inherently driven to explore and unlock hidden elements, making discovery a powerful engagement tool.

Tap into the competitive spirit of the gaming community by creating an exclusive event where a select few received direct invites, while all others had to crack a hidden code to unlock the location — driving engagement, online speculation, and social buzz around the activation.

Entice gamers and spectators to engage in person and on streaming platforms by converting a Los Angeles Burger King into a “real life” Burger Town, a full takeover complete with interior/exterior wraps, a gamer event, swag bags, and custom gamer goggle crowns.

Livestream the experience on Twitch to drive global visibility and deepen brand affinity for both Burger King and Call of Duty.

Twitch live stream reached 144,283 unique views, 16,534 chat messages, and 200,000 interactions in 2 hours.

Idea to execution in 1 month.