Everyone knows "Have it your Way", but no one knows the new Burger King claim “Mach dein King” (Engl:"You Rule"). Our task was to increase awareness of the new claim and communicate the associated brand promise as widely as possible. Charles' state visit to Berlin generated worldwide media interest and a lot of buzz on social media. This event provided us with the perfect stage for our crown to spread our message. To do this, we turned our iconic brand asset into a limited-edition promotional item, which we adapted to the design of the real St. Edward's Crown. With a small budget, we managed to turn the English king into our brand ambassador and play a dominant role in press and social media coverage.

In a real-time response idea, we managed to turn the King of England into our brand ambassador and influencer during his first state visit to Berlin. Because we offered him something he had been waiting for for over 50 years: a royal crown. We redesigned our iconic brand asset - our Burger King cardboard crown - in the style of the real St. Edward's crown. During Charles' state visit, we gave away our crowns to waiting fans in Berlin. Thanks to the unique design, people there loved the crown and wore it with enthusiasm. At just the right moment, we also surprised the King of England with our crown in front of the journalists. The picture of the amused King went around the world within 24 hours, ensuring that we dominated press and social media coverage and Charles became our brand ambassador.

The King of England makes a state visit to Germany. Not just an experience for German fans, but an event that the whole world will be following. The perfect environment to communicate our brand message and stage our iconic Burger King crown in the right context. We created a limited-edition version of our crown in the St. Edward's design to give fans an unforgettable brand experience and engagement, while surprising Charles with something he's been waiting over 50 years for: a royal crown. The aim was to generate a press image that would make it around the world, entertaining and inspiring people around the globe for our brand and our claim "Mach dein King".

To generate a great experience for everybody and maximum PR value with our stunt, we left nothing to chance. Because one thing was clear: we only had one chance. Our team smuggled our 3,000 crowns onto the closed-off area where the celebrations were to take place. We distributed our royal crowns to the waiting fans in advance, in order to have enough crowns in the audience at the moment of the handover. In addition to the press photographers present, our own team shot additional footage that we could then make available to the media. Then the moment had come: when Charles greeted the fans present, we tried to hand him our redesigned crown. This moment generated tons of press footage that went around the world within 24 hours, involuntarily staging Charles as our brand ambassador in the media and social media.

In the first 24 hours, our stunt generated over 2 billion impressions and earned media value of over 2 million. At the same time, our mentions increased by over 450%.