We were looking for an idea both reflecting the spirit of Texas Smokehouse Burger and create an interaction with the consumer. So, we brought the Duel concept, which is identified with Texas, to our stores. The fastest burger eater Texas Cowboy invited Burger King customers to a duel. Youngsters struck back with their strongest weapon, mobile phones. The ones who could take the photo of the cowboy before he took a bite from the burger both won the duel and enjoyed a free Texas Smokehouse Burger.

Texas Smokehouse Burger was the new premium price product in Burger King’s portfolio. Despite Turkish people love to try new things, when it comes to fast food they avoid spending too much money. To be more efficient, instead of a small TV campaign, we decided to create an impactful in store game.

The Texas Smokehouse Burger was a great opportunity for us to remind youngsters the iconic Wild West movies. We knew that everyone remembered those classic Wild West movies with gun duels and cowboys. Our creative challenge was to make this relevant to young Turks.