Just over a decade ago, Burger King's "King Games," a trio of Xbox titles starring its creepy King mascot, earned the Titanium Grand Prix at the Cannes Lions. Now, the brand has resurrected the eponymous "Sneak King" from one of the games to spook hosts and attendees of the E3 video game conference in Los Angeles this week.
The King has already been spotted in the flesh sneaking around, but this time, in the flesh. You can see him tiptoeing quietly behind (above) and sidling up to Twitch show hosts covering the conference, but he'll also be attempting to surprise E3 attendees on the ground as well.
The idea was conceived out of MullenLowe, to promote the debut of Pretzel Chicken Fries.