Free Fire x Burger King collaboration awarded Best Brand Activation at the Licensing Con Award 2023
Garena Free Fire and Burger King took home the title of Best Brand Activation at the Licensing Con Award 2023 for their collaboration earlier this year, which introduced a brand new Free Fire-themed Burger King store in Avenida Paulista, São Paulo, as one of its main highlights.
Free Fire and Burger King’s collaboration sought to reach fans and players through activations occuring offline and in-game simultaneously. Visitors to the Burger King restaurant in Avenida Paulista got to experience a unique immersive dining experience in the Free Fire Universe, which was brought to life through full-scale decorations and real-life replicas of iconic game locations and objects.
A limited-edition menu was launched in more than 800 Burger King stores across Brazil to offer Free Fire-themed bites, such as a combo meal featuring a burger inspired by Booyah, the game’s slogan for victory. Customers who purchased the special combo also received codes for exclusive in-game rewards and got to enjoy activations in the Burger King app.
Additionally, Burger King made several appearances within the game. Free Fire players were able to explore a Burger King-themed airplane before battles, customize their own drop boxes with the restaurant’s logo, and complete special missions to win themed rewards. During the event, burgers from the fast-food brand were also hidden in select Free Fire maps, replacing the game’s usual “mushrooms” that help to boost players’ health and energy points in the game.
Since its entry into the licensing market approximately three years ago, Garena Free Fire has worked with several major consumer brands, IPs, and renowned celebrities to bring its players meaningful and engaging experiences. These include, but are not limited to: Puma, New Era, Maybelline, Pringles, Panini, Infinix, TECNO, and Beast Kingdom, as well as Justin Bieber, Spider-Verse, Attack on Titan, and Assassin’s Creed. The Licensing Con Award is a recognition of the campaign’s success in appealing to consumers across a wide range of demographics through an innovative 360° strategy.
The campaign, which took place across several weeks, saw the production of over half a million Booyah Burgers and amassed more than 3.4 million impressions on Free Fire Brazil’s social media platforms.