On December 4, 2021, McDonald's celebrated its 50th anniversary in Germany. For Burger King, we hacked this occasion for an unconventional and unexpected congratulation. The objective: On our competitor’s birthday, the whole world should be talking about us instead.
In Munich, we used a tactical placement around the German McDonald's headquarters and the first German branch to show three motifs with a powerful message on 15 stationary OOHs and one mobile OOH: Every king needs a clown. Happy 50th Birthday McDonald's.
By placing our congratulations in this unusual way and location, we interpreted our relationship with McDonald's in our own way and increased awareness and recognition of the Burger King brand. Over 2 billion impressions, a reach of 94.5 million, more than 230% increase in social interactions and responses during the campaign period and coverage in 15 countries ensured that the whole world ultimately congratulated Burger King on McDonald's birthday.
