The encyclopedia · Advertising & PR · Marketing decision · 2024–2025
Burger King tricked FC25's AI commentary into saying its name
When a rival locked the FC25 sponsorship, Burger King found players named Burger and King so the AI commentator said 'Burger to King' free.
Burger King
the move
EA Sports' FC25, the world's most played football game, had its big sponsorship locked up by a rival, locking Burger King out of the audience it most wanted — gamers who over-index on fast food.
Burger King noticed the game's update had added AI commentary that can voice every player's name. So it searched the 17,000 real players for anyone named Burger or King, then showed fans how to build a team with both and score 'Burger to King' goals.
No sponsorship, no EA permission: the game's own system was made to advertise. Gamers posted thousands of clips, and Burger King messaged each one a redeemable coupon.
The result was effectively the first unofficial in-game audio sponsorship, at a cost far below any paid partnership that was up for sale.
why it works
- It reused a feature the brand's biggest rival had paid millions to occupy, on terms the rival could not block.
- Fans were handed the mechanism, so the brand did not have to produce the content.
- Every clip was also a coupon, turning reach straight into app redemption.
- The hackers read as clever fans rather than an advertiser, so sentiment rose.
what transfers
Do not buy the audience's front door; find the channel they already sit in and borrow its machinery. A loophole in someone else's system is far cheaper than a sponsorship.
what came after
The hack produced +81% online engagement in the gaming community, 200,000-plus 'Burger King' in-game mentions in the first week, +217% 'Burger King' content consumption, and positive sentiment rising from 60% to 95%. It claimed the #1 top-of-mind spot in a game sponsored by several global brands, and won recognition at The One Show for exploiting a system rather than paying to enter it.
references
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