For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.
In Spain, Burger King has become the sponsor of a soccer team. Never known for modesty, players have developed a habit of pulling their tops over their heads when they score a goal. To crown the players in their moment of glory, BK has printed a picture of its King brand icon on the inside of the team's shirts.
The image is printed upside down so that when the player celebrates, the King's head appears where the player's would usually be. The shirts were delivered to the Getafe team complete with instructions from Burger King's agency, Crispin Porter & Bogusky -- perhaps not a glowing assessment from Burger King on the intellect of its new squad.
A minor flaw in BK's strategy is that Getafe has languished at the bottom of La Liga for the past few seasons and is not known for its goal outlay, so the King may not get to make many appearances.
~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.