Burger King: Who said men don't cry?

QSR brand Burger King targeted young Saudis with a social media 'trolling' campaign featuring football icon Sami Al-Jaber to drive sales of its new spicy menu across Saudi Arabia.

Campaign details

Brand: Burger KingBrand owner: Burger KingAgency: Wunderman Thompson KSAMarket: Saudi ArabiaIndustries: Restaurants & takeawaysMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

To win over young Saudis, Burger King joined their heated football conversation with a stunt trolling Sami Al-Jaber, the previous captain and star-striker of Al-Hilal, Saudi's most successful football club.

The stunt – which aimed to trick the public into thinking that Burger King's account had been hacked by a fan of a rival football club – was timed for after...

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