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Burger King hijacks Elden Ring game

In 2022, an overwhelming buzz around a character in hit video game, Elden Ring, took the online world by storm due to its uncanny resemblance to Burger King’s renowned ‘King’ mascot. Burger King Kuwait responded to the hype by turning its iconic proposition, “Flame-grilling since 1954”, into an immersive brand experience specially designed to capture the gaming community and address Elden Ring players’ unique love for self-imposed challenges.
After many brands had tried and failed to tap into gaming culture, Burger King Kuwait collaborated with M&C Saatchi Abu Dhabi to create the “Flame-Grilled Challenge Run.” The challenge enabled players to participate in a brand campaign that who

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