Burger to King

For Burger King, the gaming community isn’t just an important audience—it’s a culture. So, when the biggest football gaming sponsorship was off-limits, a loophole became a playground: real players named Burger and King triggered the AI commentary to shout the brand name over and over and over again.

Gamers scored, shared, and celebrated “Burger to King” moments, turning Burger King into the top-of-mind name in the game—without a single official sponsorship.

A simple idea, turned into a culture-defining moment.