Helmet King
Burger King



Elden Ring, which went on to win the Game of the Year award, was one of the most anticipated releases in gaming history. But before launch, streamers who got early access noticed something peculiar: One of the helmets (the Karolos Crown) looked a lot like the Burger King mascot.

So when release day came, we were ready to crash the party.

We challenged gamers to play using the King’s helmet, in exchange for a Big King. The biggest brand placement in gaming, for the smallest media investment: zero.

Gamers loved it. They posted and streamed their #HelmetKing challenge organically, making Burger King the most talked-about brand of the launch.


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