About Burger King
It’s in Miami in 1954 that the first Burger King opened its door. Today it’s one of the world’s most recognizable fast-food brands, known for its flame-grilled burgers and bold marketing. With thousands of restaurants across France, the brand constantly innovates to engage its customers and stay culturally relevant.
About Screenbase
Screenbase is a media agency specialising in programmatic digital Out-of-Home campaigns. With deep expertise in data-driven media planning, the agency helps brands optimise their reach and relevance across impactful screens. They aim to impact directly with their clients’ consumers thanks to their expertise.
Engaging with Burger King consumers at strategic moments through contextual planning
To amplify awareness of its partnership with the globally popular Squid Game series, Burger King launched a nationwide programmatic DOOH campaign from December 17 to December 31 2024. The campaign was designed with precision to engage consumers at key moments and locations, using contextual and geographic targeting to enhance relevance.
The creatives appeared on 6,837 DOOH screens across 3,424 points of interest including urban panels, train stations, office buildings, and malls, locations strategically selected to align with foot traffic and audience habits.
Burger King’s targeting strategy focused on proximity to its restaurants. Using Displayce’s media platform, the brand applied custom geographic radius:
- 0.5 km around restaurants in Paris
- 3 km around restaurants in Île-de-France (excluding Paris)
- 10 km around restaurants in the rest of France
This hyper-localised approach ensured that creatives were broadcasted in close proximity to Burger King locations, driving footfall and reinforcing brand recall when people were already thinking about eating.
Programmatic DOOH also enabled Burger King to tailor its campaign in real time, delivering ads during key mealtimes to match consumer behavior:
- Urban panels & train stations: 11am–3pm and 6–10pm (daily)
- Malls: 11am–3pm and 6–8pm (except Sundays)
- Office buildings: 11am–3pm and 6–8pm (on business days only)
This precise dayparting helped Burger King appear at the exact moments consumers were considering lunch or dinner, boosting potential action and engagement.
To help resonate with a broad audience and capitalise on the cultural buzz around Squid Game, Burger King deployed a striking visual campaign with clear, simple messaging. The creative approach ensured instant recognition and reinforced the partnership’s playful, bold tone.
Results: a high-impact campaign
With 16471k DOOH impressions and 2223k plays, Burger King’s campaign achieved national reach while maintaining an hyper-local relevance. The combination of smart geotargeting, strategic timing, and compelling visuals successfully captured consumer attention at the most impactful moments.
This campaign demonstrated how programmatic DOOH can transform outdoor advertising into a precise, context-aware media, helping Burger King stand out in a crowded market and bring its Squid Game partnership to life on the streets of France.
