Burger King x Conor McGregor
The chicken sandwich. There are more versions of this fast food staple than letters in the alphabet. How could Burger King get people to take notice of its new spicy crispy chicken sandwich? Insights showed that our consumers were die-hard fans of MMA, a sport that takes internet trash talk to another level. Conor McGregor, the hot-blooded champion and most Googled athlete in the world, was MMA’s trash-talking punching bag. One foe called him a chicken while another referred to himself as The King. How could our King get in on the banter about poultry? By giving this spicy chicken a vehicle to deliver the ultimate smack-down.
The campaign garnered over 208M total impressions, over 8M engagements, and almost 14M views. It was organically shared by personalities like Kelly Slater and Dana White.
The campaign started with a single image of Conor standing with The King teasing “big news soon” tapping into fan anticipation of him announcing his next fight. Several hours later he posted the video to his 24M Instagram fans, promoting the spicy chicken sandwich while simultaneously trash-talking critics. Conor also acknowledged that he did this promotion for money with his line “Thanks for all the trash talk guys, you just put Conor Jr through college”, maintaining the authenticity of his personality.