Battle of the Brands: Conquering Platforms

To see out the year, we are looking back at some of 2017's most impactful marketing campaigns. And, because we can, we're pitching brand competitors against one another to see who did it best.

In April, Burger King Spain added a team of professional video gamers to its food delivery service, bringing its product straight into consumers' nightly gaming sessions. The global fast-food chain's Burger Clan of nine professional gamers entered weekend online sessions of FIFA '17, Call of Duty and other popular titles, giving recreational gamers the honour of playing with them before taking their food delivery orders at the end of the session.

In July, Taco Bell went all out with a finishing touch for the late-night reveller's journey home. In collaboration with ride-hailing service Lyft, the US chain introduced Taco Mode to Lyft customers' riding experience. Passengers had the option to activate Taco Mode in the app en route, adding a stop at a Taco Bell to their journey – including one free taco.

Burger King's limited run was an elaborate project that built brand loyalty by introducing hobby gamers to pros. But Taco Bell's Lyft partnership came with a frictionless user experience that slotted more naturally into the customer's day – who wouldn't want a taco after drinks? Such consideration for an organic overall experience makes Taco Bell the winner.

For more on in-the-moment engagement, see Third Spaces: Targeting the Transitory. To stay up to date with digital platforms and gaming culture, follow our Pop Culture Round-Ups.