Burger King Made a 'Menu Court' in NBA 2K21 Where You Can Score Free Food

Let’s talk about tasty free throws!

In its latest play for gamers, Burger King turns NBA 2K21 courts into customized menus, inviting users to take shots and win grub.

First, you download “The Menu Court” in MyLeague or MyNBA Mode—for PS4 or PS5, respectively. Then, if you make a basket while standing on a sandwich, fries, nuggets or soda, you can get those items for free through April 4 by sharing the video on Twitter, tagging BK and NBA2K, and using the hashtag #BKMenuCourt.

David Madrid developed the campaign for BK Spain, enlisting Spanish gamers RobertPG and Papigavi and Vituber for promo assists across YouTube and Twitch.

“The objective of the brand here is to keep strengthening our relationship with gamers,” David executive creative director Andre Toledo tells Muse. “And they value when brands try to connect with them in their own language. And here we’re creating an entertainment challenge that feels really natural with the way gamers play, while they can get some rewards.”

“In just a couple of days since we launched the activation, we got more than 500 participations and counting,” Toledo adds.

BK believes “video games and content via streaming are the perfect combination to offer our guests new experiences in a fun way,” says the brand’s Spain and Portugal marketing director Beatriz Faustino.

Indeed, the fast-feeder has written the playbook on such tie-ins. Past efforts include a FIFA20 free-eats challenge involving obscure U.K. squad Stevenage F.C., and “Burger Clan,” a PlayStation-based meal-delivery service.

CREDITS

Agency: DAVID Madrid
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: André Toledo, Saulo Rocha
Creative Director: Fred Bosch
Copywriter: Jaime Ludeña
Art Director: Francesc Enrich  
Group Account Director: Lucila Mengide, Stefane Rosa
Account Supervisor: Adriana Gonzalez
Strategic Mananger: Patricia Urgoiti
Producer: Sebastian Arce
Head of Social: Alex Sánchez
Global PR Director: Sandra Azedo

Production Company: DeSeif
Global Chief Marketing Officer: Fernando Machado
Global Brand Marketing: Diego Suarez
CMO RBI Iberia: Bianca Shen
Marketing Director: Beatriz Faustino
Head of Brand Marketing: Yvette Altet
Head of Digital Media & PR: Borja Moya
Brand and Communication Manager: María Lafuente