There aren’t many guys that don’t love the roar of a big engine and the smell of rubber on tar.

Now upsize that to a monster engine and monster tyres, and, well, awesome! So...

A BIG burger, like the BIG KING XXL, needs a BIG competition. Like the chance to win a BIG Monster Truck Experience in the USA!

We wanted to give Burger King fans a taste of the prize up for grabs, so we unleashed some car-crushing, Monster Truck madness in front of diners at a Burger King in South Africa.

The mayhem hit several publications and newspapers including the front page of the Times. It also crashed onto social media with celebrities and lifestyle shows tweeting about it.

The footage was used to create entertaining content, the branded Monster Truck made the perfect ‘billboard’, and radio gave the rev the competition needed to leave viewers hungry for more.

Win a Monster Truck experience in the USA was a national campaign that took place over a 3-month period.

We launched with a surprise activation at a Burger King, The Monster Truck was the parked outside the restaurant acting as a billboard for a 2-week period.

The footage recorded on the day was edited into videos and used on all of our social media channels. A national radio campaign also ran during the competition period as support.

Over the 3-month competition period, Big King XXL sales increase by 42%, 10,567 entries were counted, and we received R1 549 629 in earned PR (AVE 1:3).