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League/Tournament Brands:
- Burger King promoted the launch of its Impossible Whopper through a partnership with FaZe Clan.
- Members of the FaZe Clan team regularly produce “challenge” videos, so Burger King was able to integrate a taste test into a partner’s existing content strategy.
- The partnership activation included a blind taste test of Burger King’s new plant-based Impossible Whopper and a live stream with the Burger King mascot.
Burger King introduced its first “0% beef” Whopper through a partnership with esports organization FaZe Clan.
FaZe Clan regularly produces “challenge” videos, some of which have team members try to be the first to guess what something is. The Burger King mascot joined the team in an August 7 blind taste test challenge that included several items on the restaurant’s menu. Participants included team owner Thomas “Temperrr” Oliveira, Lucas “Blaze” Mosing, Alex “Adapt” Pinkevich, Jakob “Teeqo” Swarden, Jack “Cizzorz” [last name unknown], and Jarvis “Jarvis” Kaye.
The final two menu items were a Whopper and the new Impossible Whopper, which is a vegetarian sandwhich. Team members acted surprised that they would receive a Whopper twice in a row, at which time the second sandwich was revealed to be made from plants.
The “King Himself” Burger King mascot also participated in an August 8 livestream with Oliveira, Kaye, Jack, and Danny “Dubs” Walsh to further promote the Impossible Whopper on launch day.
This isn’t the first time Burger King has used sponsorship marketing in esports. The fast-casual restaurant partnered with BLAST Pro Series in April, hosting an online competition to win tickets for its Los Angeles event.
Wendy’s has also tapped into the esports space recently and the video game scene as a whole. To promote the release of Super Smash Bros. Ultimate, Wendy’s partnered with NRG fighting game competitor Nairoby “Nairo” Quezada for a sponsored live stream.
Keeping in line with its “fresh not frozen” mantra, Wendy’s executed a well-received publicity stunt in December by attacking the Durrr Burger restaurant in Fortnite. The restaurant hosted a 10-hour live stream on Twitch in which it destroyed areas of the map branded with burgers.
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