The chicken sandwich. There are more versions of this fast food staple than letters in the alphabet. How could Burger King get people to take notice of its new spicy crispy chicken sandwich? Insights showed that our consumers were die-hard fans of MMA, a sport that takes internet trash talk to another level. Conor McGregor, the hot-blooded champion and most Googled athlete in the world, was MMA’s trash-talking punching bag. One foe called him a chicken while another referred to himself as The King. How could our King get in on the banter about poultry? By giving this spicy chicken a vehicle to deliver the ultimate smack-down.

The campaign garnered over 208M total impressions, over 8M engagements, and almost 14M views. It was organically shared by personalities like Kelly Slater and Dana White.