TNL eSports Brand Tracker 018: Burger King and Playstation

TNL ESPORTS BRAND TRACKER 018: BURGER KING AND PLAYSTATION

Burger King Esports

Burger King now has delivery.  

Technically it's been a service the fast food has provided in select markets since early 2012, but the news is making headlines due to a recent eSports related promotion by Burger King's Spanish division.

#BurgerClan Video Ad (Video: YouTube)

Developed by Burger King Spain's Digital Strategy agency, LOLA MullenLowe, the April Fools Day ad "#BurgerClan" is a collaboration between Burger King and Playstation.

#BurgerClan Video Ad (Video: YouTube)

The Burger Clan is a group of professional gamers who "sneak into" online PS4 matches and take Burger King delivery orders from players signed up to the service.

Burger Clan player list (Photo: Burger Clan Website)

Burger Clan player list (Photo: Burger Clan Website)

Call of Duty orders are taken by @Glaaix and @Bukarioo from Team MRN eSports, FIFA by former G2 player @FerperryFIFA or Giants Gaming players @Alfonso11Ramos and @xGalloso, and any other game titles by Movistar Riders player @F7Sammy.

€9.99 minimum order (Photo: Burger Clan website)

€9.99 minimum order (Photo: Burger Clan website)

This is a great way to market towards the global gaming audience, track and drive real transactions and still gives a great hat tip to the eSports crowd.

Burger Clan Steps (Photo: Ad Week)

Burger Clan Steps (Photo: Ad Week)

The service runs every Friday to Sunday from April 28 to May 21.

According to Ad Age, the Burger Clan will be expanding out to "other key markets in the near future." If done right... Burger King will get to plant their stake in the QSR category that has to date been dominated by pizza brands and Arby's in eSports to date.

Some of the QSR/Restaurant brands that have taken the plunge into eSports: