Competitive Edge - Sports & Entertainment Marketing News

Burger King ties NBA 2K21 trick shot challenge to real-world rewards


Burger King is targeting the gamer cohort through an immersive virtual experience that links back to real-world rewards. By embedding The Menu Court in NBA 2K21, the brand has a chance to engage consumers who are spending massive amounts of time playing on consoles while cooped up at home during the pandemic. The stunt’s combination of interactivity and menu incentives might appeal to an otherwise choosey, ad-averse consumer group.

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Discussion Questions:

  1. What is product placement?
  2. Why would Burger King want to place advertisements in a video game?
  3. What are industry trends?
  4. Why do you think in-game advertising is becoming more common?
  5. Why do you think they chose to advertise in the NBA 2K21 game?
  6. What is a target market?
  7. Who do you think Burger King is targeting by placing ads in NBA 2K21?
  8. Based on information from this story, describe the virtual experience that Burger King is providing gamers through these ads.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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