2018 World Cup. The biggest and most expected event of the year. The perfect moment to boost our home distribution in Spain, a country where football is more important than politics. (source: CIS). And that is paralysed every time the national team plays. But we had a problem: we are not one of the official sponsors, and our main competitor is. How could we take advantage of the World Cup so that people would consider us when making their request to watch the matches?

We gave a free Home Delivery order to the influencer who need the most our service of home delivery: national coach Julen Lopetegui. To the surprise of all Spaniards and unexpectedly, national coach Julen Lopetegui was dismissed just before the World Cup began. And he had to return home. When all the spotlights were on him, we took advantage of the real time to use him to influence our campaign by creating the smallest promo in history to give a Burger King EN CASA order to the person who needed it most in Spain. Because we thought it would happen to him like most Spaniards: that when he returned from a trip he would have nothing in the fridge. With just one Post in Facebook we managed to take over the conversation of the World Cup.

During the World Cup, an increase of between 30% and 35% in home orders was expected (Annual Study on food at home Just Eat). The selection was the most relevant topic of conversation for the audience we were targeting: national team fans and football enthusiasts. We activated the Social Listening Sentesis tool to detect conversation trends between our advertisements. And the opportunity came: the dismissal of the national coach a few hours before the start of the World Cup. We seized the moment to launch our small promotion.

On June 13, 2018, just 48 hours before the start of the World Cup, Julen was dismissed. The same day, only 3 hours after the news, we published in Facebook a post with our promotion: a free menu for Julen Lopetegui because surely when he arrives he has nothing in the fridge. Soon became the most shared post of the brand and the image jump to twitter (where we have no official account), Whatsapp, forums ... And a short time later we got where we wanted to get: to the sports media, both written and radio. We managed to appropriate the conversation to announce our home delivery service.

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