Virtual Call of Duty goodies at Burger King

Burger King launched a programmatic campaign on DOOH screens in Switzerland, in partnership with Call of Duty, to promote the relaunch of the classic video game.

The campaign was aimed at an audience comprising both gamers and fast-food lovers, offering them gaming goodies when they purchased a Whopper meal. The reward consists of a limited-edition virtual Burger King outfit and 2XP (Experience Points), which can be redeemed using a code in the new Call of Duty: Modern Warfare 2.

The campaign ran only during popular mealtimes (11.00 am to 1.00 pm and 5.00 pm to 8.00 pm) and on screens in the immediate vicinity of Burger King branches.

Visits to and purchases from Burger King were boosted, and the video game Call of Duty benefited from a great deal of attention during the campaign.

Campaign evaluation:

• 3,907,951 impressions

• 1,305,000 net person-contacts

• 19% net reach