Burger King was on a mission to align its innovative and youth-oriented identity with its digital advertising strategies. The marketing team aimed to increase the brand's market share by exploring measurable and innovative advertising channels. The central question was: Can Burger King find an innovative and measurable platform that fits its identity? The answer was Portuma. As an emerging platform in in-game advertising, Portuma provided the measurability and innovation Burger King was looking for, while offering access to a broader audience.
Portuma became the key to addressing Burger King’s challenge. By utilizing Portuma's in-game advertising spaces, Burger King was able to deliver its innovative identity directly to its target audience through a measurable medium. The platform allowed Burger King to monitor the performance of its ads in real-time and provided clear insights into campaign effectiveness. Portuma’s innovative and fresh approach was a perfect match for Burger King’s forward-thinking marketing strategy. The use of in-game advertising enabled Burger King to reach its audience quickly and effectively, enhancing the overall performance of its campaigns and expanding its reach to a wider demographic.
The collaboration between Burger King and Portuma resulted in impressive viewability, impressions, and engagement rates. The campaign’s performance metrics are as follows:
These results showcase the high performance of Burger King’s ads on the in-game platform. Specifically, the 95% Viewability rate significantly outperformed the industry benchmark of 82%, underscoring the strong visibility of the ads. Additionally, the 93% VCR demonstrates that the majority of users watched the ads in full, reflecting high user engagement.
Portuma offered Burger King the following key advantages:
1) High Viewability: The 95% viewability rate indicated that Burger King’s ads were highly visible to the target audience within the in-game environment, ensuring that the brand’s messages were successfully delivered.
2) High Video Completion Rate (VCR): A 93% VCR showed that users watched the ads attentively to completion, contributing to increased brand awareness and engagement.
3) Measurable Results: Portuma’s detailed analytics provided Burger King with clear metrics, such as 945,125 views and 995,897 impressions, proving that the ads reached a vast audience effectively.
4) Innovative Advertising Strategy: Portuma aligned with Burger King’s innovative brand identity, offering a cutting-edge platform to engage the younger, gaming- oriented demographic. This partnership breathed new life into Burger King’s digital marketing strategy, setting a precedent for other brands.
The collaboration between Portuma and Burger King proved the effectiveness of in-game advertising as a powerful medium. With high visibility, engagement rates, and measurable results, Burger King successfully leveraged this innovative platform to achieve its marketing goals. This partnership not only reinforced Burger King’s forward-thinking image but also showcased the potential of in-game advertising as a major player in the digital marketing landscape, offering inspiration to other brands in the industry.