The Indian Premier League is a yearly cricketing event that takes place across 2 months with matches being played every day. 120 international cricketers come together once a year for this billion-dollar celebration of the game. With 400 million people watching, brands dish out billions of dollars in advertising, sponsorship deals, and TV/digital rights. When COVID-19 surged in 2021, experiencing IPL from the stadiums was a no-go for the fans.

The brief was simple - get more people to spend time on the app and make it an integral part of their match viewing experience while also joining the conversation and chatter around IPL.

All of this while also keeping in mind a much smaller marketing budget of just 40,000 Dollars.

Hence, we did what Burger King does best - we hacked the conversation and ensured our small budget had big gains.

We launched 'The Greatest Hack'. A campaign with the insight to bring fans into the limelight when most brands would focus on the players. Our intent was simple - create brand love and get people to spend time on the app.

We created a unique, gamified, and immersive augmented reality experience on the app which allowed fans to hack match moments in real-time for whopping offers and discounts in return.

This allowed the focus to shift from the match to our app and of course, from the players to the fans.

We turned the IPL into the longest-running ad for BK with a fraction of the budget.

We put the king in hacking.

BK's competition during the IPL were brands with huge marketing budgets. Close to 55m USD was spent by brands on digital advertising during the IPL. With just 0.07% of that budget, we had to be smarter with our spends. Consumption patterns also changed with people watching matches from home due to COVID.

Our strategy was to also move people to order from our native app vs ordering from 3rd party apps.

We targeted fans between 18 to 35 years, from metro cities and got them to shift focus from their TV screens to our app by creating a unique AR filter that seamlessly integrated with their viewing experience. All they had to do was point to the screen and capture a live match moment in return for whopping offers and discounts.

With 40,000 USD, we turned every IPL moment into a BK moment.

The campaign was executed digitally - on social media and the BK app. We created a digital video featuring an anonymous hacker with a cry to end the injustice done to fans, who get nothing in return, not even a real-life match experience due to COVID.

Simultaneously, we created a gamified AR filter that could be accessed only through the app.

A custom API fed real-time data, triggering responses on the screens of the fans as they pointed it to the live match action. By clicking on the animation, special coupon codes were given with a 24-hour validity, which could be redeemed to get whopping offers and discounts. We created social media posts and stories to keep the momentum going.

The campaign was implemented countrywide and started on 19th September 2021 and ended on 7th October 2021.

That's how every match moment became a BK hack moment.

The Greatest Hack campaign was well received and garnered a lot of PR coverage from leading marketing publishing houses as well.

2955 IPL Moments hacked

45k App visits

25k unique App visits

20k App revisits

1451 minutes spent on the app

Impressions: 9.2M

Reach: 5.1M

Video Views: 3.3M

Clicks: 48K

An idea that made everyone shift the focus from their TV screens to the mobile screens. And one that made every IPL moment into a BK hack moment.