Burger King Spain is enticing NBA 2K21 players with the guarantee of free food whenever they could complete tough shots at the pro basketball video game on PlayStation consoles, according to NBA 2K21 MT details emailed to Marketing Dive.
The burger chain utilized in-game editing tools to create a custom made courtroom, known as The Menu Court, which features several of its popular menu items. Players who complete a shot from a product marker can post a movie into Twitter tagging Burger King and NBA2K using the hashtag #BKMenuCourt to redeem the real world equal of the product.
Burger King partnered with Spanish content founders RobertPG and Papigavi o Vituber to promote the effort on Twitch and YouTube. Agency David Madrid helped design the effort that taps right into skyrocketing consumer interest in gaming and streaming.
Burger King is targeting the gamer cohort through an immersive digital experience that links back to real-world rewards. By embedding The Menu Court at NBA 2K21, the brand has got a chance to engage customers that are spending massive amounts of time playing on consoles while cooped up at home during the pandemic. The stunt's mix of interactivity and menu incentives might appeal to a otherwise choosey, ad-averse customer group.
The effort does require some extra steps from participants. Those interested must download the MyLeague Mode of NBA 2K21 about the PlayStation 4 or the MyNBA Mode available on the PlayStation 5 iteration of the annual sports franchise. From there, fans can hunt"BK_TheMenuCourt" to get the custom stadium decked out in Burger King branding and Buy MT 2K21 menu offerings.