Bold creative helps Burger King® cook-up big flavors and bigger performance

CTR during peak windows

1.69%

Attention Time (above GumGum benchmark)

3+s

Viewability (aligned with legacy product benchmarks) ‍

83%

Challenges

For Burger King® Germany’s partnership with Doritos, they sought to build brand awareness through bold, scroll-reactive ad experiences that not only captured attention at first glance but also drove measurable increases in click-through rates. This allowed them to maximize viewability across relevant environments, and extend the time users actively engaged with the Burger King® message.

Methodology & Strategy

Using GumGum’s contextual intelligence, we placed Burger King’s message in the perfect food and lifestyle moments, then turned up the heat with Velocity, a new, bold, scroll-reactive creative solution that 96% of viewers rated as attention grabbing, to drive higher CTR, viewability, and attention in a way that feels seamless.

Performance & Results

By pairing GumGum’s contextual intelligence with our optimized, scroll-reactive Velocity creative during peak weekend and lunch windows, we delivered market-leading CTR, and attention time for Burger King’s partnership with Doritos.

Finding Burger King’s Audience

By aligning with top-performing contexts, like Events & Attractions and Food & Drink, as well as zeroing in on high-intent keywords such as “pommes” (known as fries to us English speakers) and “burger,” we reached people who love foodie experiences and were most likely to engage with Burger King’s ads.

Audience Engagement

After discovering that Velocity ads peaked on Sundays and during 12–2 PM lunch windows, we optimized the campaign flight to focus on those slots, maximizing engagement with Burger King’s audience when they’re planning meals or unwinding on weekends. We also reached Burger King connoisseurs through standout Desktop Skins and Mobile Skin units to provide a well-balanced, high-impact campaign strategy.

“GumGum’s Velocity unit feels intuitive and bold without being intrusive. We love how the scroll-reactive motion grabs attention instantly, boosting Burger King’s presence on the page. The very native integration of the advertising material ensures an attractive product presentation without disrupting the recipient’s reading flow. For us, this is an optimal mix of integrating an ad into the viewer’s reading flow without being too promotional and without being too disruptive with our brand message. Instead, we want to attract attention where the target group is receptive to our brand topics and actively engages with the product.”