Burger King called it the Stevenage Challenge
Fast food chain Burger King were praised on Wednesday for an ingenious marketing campaign which saw League 2 side Stevenage become FIFA 20 Career Mode’s most used team as a result of their sponsorship of the club.
Burger King began sponsoring the fourth tier team at the beginning of the 2019/20 season, and having done so then challenged FIFA players around the world to select them when playing online or in Career Mode.
Once they had done this, they were encouraged to share video clips of their goals online and in return receive rewards from Burger King.
By @StevenageFC x @BurgerKing linking up in 2019…
– Most used team in FIFA career mode
– +25000 goals shared online
– Shirts sold out for the first time in historyWell played. pic.twitter.com/P3ZUEZOeOa
— Lona Price Jones (@LonaPJ) September 14, 2020
According to a video posted online detailing the marketing campaign, more than 25,000 goals scored with Stevenage were posted online from the release of FIFA 20 and, as a result of the campaign, the club sold out their home shirt for the first time in its history.
The campaign was praised by a number of high-profile figures on social media, including Piers Morgan, who called it “world class marketing” and Gary Lineker.
This is world-class marketing…
Congrats @BurgerKing & @StevenageFC – so smart. https://t.co/VziiOxPtbg— Piers Morgan (@piersmorgan) September 23, 2020
Great work. This you @AndrewBloch? https://t.co/zQH4IZWqbO
— Gary Lineker (@GaryLineker) September 23, 2020
Agreeing with Piers Morgan – it must be 2020 https://t.co/kWgwWUChzo
— Burger King (@BurgerKingUK) September 23, 2020
