Burger Town Activation

Transforming a Burger King into a real-world replica of Burger Town

We turned a Burger King into a real-world replica of the virtual Burger Town featured in Call of Duty: Modern Warfare in Long Beach, California. The event included a competition that pitted elite professional gamers against all comers for a chance to win prizes. 

Activision and Burger King share a similar consumer demographic. Partnering to bring fans of both brands together had the potential to be a big event. But with the game launch on October 25, production would have to be lightning-quick. 

Service: Idealization, Activation, Photography, Merchandising

Client: Burger King, Activision

Year: 2019

Project

From concepts to creative execution to installation, the project was completed in just three weeks. 

Solution

The event included a complete store takeover. Menu boards and graphics inside the store were redesigned from scratch, using the game as a reference point. The iconic Burger King exterior signs were replaced with specially fabricated Burger Town signs. In the words of one fan, “it was like a 3D pop-up store from the 2D virtual world.”

Call of Duty enthusiasts got a chance to step into the spotlight, playing the new release, Modern Warfare, against a couple of the best professional gamers in the world. Reputations were at stake and several prizes on the line, including game consoles, game codes, T-shirts, and other branded merchandise, as well as a grand prize of a Whopper sandwich a week for 15 years. In all, 40 teams participated in the competition. 

The event was livestreamed via Twitch, the world’s leading streaming platform for millions of gamers. 

An additional tie-in promotion with Grubhub provides delivery of Burger Town menu items, including chances to unlock bonus game content for a limited time in select cities.