In the second year of Burger King’s NFL sponsorship, research showed NFL fans still did not associate the global chain with the property. To better connect the brand to the NFL fan experience, Legacy created the Burger King NFL Challenge, a mobile tour that engaged NFL fans at BK restaurants and on game day across regular season games, playoffs and the Super Bowl.
The BK NFL Challenge gave consumers a chance to “get grilled” by testing their gridiron trivia skills on branded kiosks and a 14-foot Flame-Broiled Hot Seat. Fans also got the chance to ‘have it your way’ with the King himself in a green screen photo activation. The program culminated at the Super Bowl with an activation at the NFL Fan Experience featuring appearances by football greats including Archie Manning, Boomer Esiason, and Carson Palmer.