next best move
Burger King was looking for a new way to connect with urban African Americans and show how BK is part of their communities.
Legacy created The BK Next Best Move mobile tour to uncover consumers’ ‘next best moves’ both on the court and in their neighborhoods in 41 predominantly African American communities. Syrus Yarbrough from MTV’s Real World hosted the 18-week tour at basketball hotspots, community hubs and BK restaurants. The tour vehicle also housed a mobile film/editing studio that allowed us to capture and share, in real time, over 2,000 unique pieces of content to millions of consumers via social media and a dedicated microsite. The tour also celebrated BK’s Next Best Moves—new product initiatives.