The gaming season for sports fans has officially begun. Thanks to new technology and the advancement of in-game features for 2025, football fans can create their dream team with … read morecurrent or fantasy players, and commentators will now announce the names of all players – no matter whether they’re a huge star or on the bench of the last division team. Happiness Brussels, an FCB alliance, and Burger King Belgium have capitalised on these new features with an innovative campaign, to help the famed burger brand get their name mentioned in games time and time again – just by encouraging gamers to use players with the same name as the brand. The activation, #BurgerToKing, invites football fans to create a squad with players called “Burger”, “Berger”, or “King” and pass between themselves, prompting the commentator to constantly shout “Burger!” and “King!”. The brand is encouraging users to score goals from Burger to King and share these moments on social media with the hashtag #BurgerToKing, to receive a coupon for a free Whopper.
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