Creative needed to be specifically developed for this unique space, as doofers had never been used as a media channel before. Two "Gods of War" hands were placed where a Fueller would hold their burger, and a PSP image emphasised the portability of the platform, combined with the line "The Power of the Gods in the palm of your hands".Inside the doofer, a message was readable once the burger was finished. This urged Fuellers to enter our competition. Circular tray mats and posters were used to provide visuals of the console and explain the competition. TV screens showed actual game play – the ultimate selling tool. Having interactive games in-store allowed customers to keep occupied whilst waiting for food. To bring it all to life we created The Burger of the Gods which featured on the specials board. Flyers on the counters encouraged consumers to “Dare to Enter”.

Uptake of doofers has increased by 200%!The campaign drove critical pre-launch buzz in market. Feedback from consumers has been overwhelmingly positive. It was also extremely cost-efficient, with minimal production and media cost. The only cost incurred by Playstation was creative development and printing.