Burger King’s challenge was to reconnect emotionally with its audience — to bring back the irreverence and authenticity loved by both fans and non-fans, which had made the brand stand out in the category’s communication, even with less investment than its competitors.
As part of that effort, we constantly monitored digital conversations around football — a territory owned by our competitors (McDonald’s has been a digital sponsor of the Argentine Football Association since 2020, and Mostaza an official AFA sponsor since 2018, with star players in their campaigns) — and one we love to hack.
On March 26, 2025, Argentinians were talking about just one thing: the 4–1 beating of Brazil the night before. The perfect opportunity to stand out had finally arrived.

Faced with such an iconic moment, how could we join the conversation — without being sponsors — while highlighting BK’s style? By rubbing a little salt in the wound, of course: eating 4 goals isn’t for just anyone. We wanted to celebrate with Argentinians, but without hitting Brazilians too hard (after all, they’re customers too, and even guests at our Brazilian locations).
Since we were talking about "eating," we put the Stacker — our iconic burger along with the classic Whopper — at the center of the stage. We made a comparison: eating 4 goals may be bad for Brazil, but eating 4 Stackers can bring anyone back to life.
We created a post disguised as a promo, which was actually more of a consolation prize for all those Brazilians living in Argentina who were probably having a rough day. The post offered 4 free Stackers to the first 4 Brazilians living in Argentina who shared their ID via DM to the brand.
Users liked, commented, shared the post via DMs and on their profiles, tagged others, and sparked debate — giving BK a voice in football conversations that even competitors with million-dollar sponsorships couldn’t achieve.

This idea was a hit for several reasons. With a $0 (zero peso) budget, we managed to:

Reach new audiences: 83% of video views and 71% of interactions on Instagram came from non-followers. Our content went beyond our community — and people liked it. From just 2 posts, we drove 11,420 profile visits on Instagram, 290 on X, and gained a total of 510 new followers across both platforms. Great timing and a promo that was also well received by Brazilian audiences were key factors in the content going viral.

Cross borders: The post went viral in Brazil too, where several local media outlets picked it up organically — surprisingly, with more positive reactions than backlash.

Outdo ourselves: We far surpassed our previous real-time content metrics on IG and outperformed our best organic post of the previous year on X.

Beat the competition on their own turf: We entered the football conversation without being sponsors, brand partners, or using national team influencers.

Get our authenticity back: With a strong focus on business and tactical moves, the brand had lost its irreverent tone. With this real-time action, we reignited our spiciness, humor, and originality — key ingredients for standing out in a commoditized category.