REF: MF-07 · LÁMINA 08/08
Storytelling · Fan ActivationBURGER KING
Burger King — Netflix IP · Spain
REF: MF-07 · LÁMINA 08/08
Storytelling · Fan ActivationBurger King — Netflix IP · Spain
01 — The Challenge
The brief was to launch the Menú Miércoles — Burger King's collaboration with the Wednesday series — and make both the menu and the partnership genuinely known among the show's audience. The challenge wasn't reach. It was cultural recognition.
Wednesday's fanbase doesn't respond to conventional advertising. They respond to things that feel made for them — references that only they would catch, moments that reward belonging to the tribe. The activation had to speak their language before it could sell them anything.
Strategic Intersection
Wednesday Addams is the ultimate outcast icon — the girl who refuses to conform, who finds beauty in darkness, who has no interest in being liked by people she doesn't respect. Burger King has always spoken to those who don't follow the herd: "Hecho para los que no tragamos a la gente normal."
The outcasts were the shared territory. The brand didn't need to borrow Wednesday's attitude — it already had its own version of it.
02 — Menú Miércoles
"Hecho para los que no tragamos a la gente normal. The campaign line didn't explain the collaboration — it declared a shared worldview. You either get it, or you're not the target."
The creative idea positioned the Menú Miércoles not as a limited edition product but as a cultural statement — a meal for people who have always felt slightly outside the mainstream. The key visuals placed Wednesday alongside the menu, not as a celebrity endorsement but as a genuine character fit: she would absolutely eat here.
03 — Fan Activation: The M Event
"We turned the most iconic visual in the Wednesday universe into a live experience — an event built around the M, the symbol that every outcast immediately recognises as theirs."
The fan activation was the heart of the campaign. Rather than asking the audience to come to Burger King, we brought Burger King into their world — creating an event built around the iconography of the series that fans had already made their own. The M wasn't a logo. It was a signal.
The activation was designed to be immediately identifiable to anyone inside the fanbase and completely invisible to anyone outside it — the exact quality that makes something feel genuinely cultural rather than commercially manufactured.
Fan Activation — The M Event
04 — Hero Spot
The hero spot extended the campaign's cultural positioning into broadcast — amplifying the collaboration and the menu to a wider audience while maintaining the tone that made the fan activation work. The spot didn't explain who Wednesday is. It assumed you already knew.
Hero Spot 20" — Menú Miércoles
05 — The Approach
Fan Activation First
EARN THE CULTURE
The event came before the broadcast. Building credibility with the core fanbase first — the people who would immediately call out anything inauthentic — made everything that followed feel earned rather than bought.
Iconography Over Explanation
SIGNAL, DON'T ANNOUNCE
The M, the visual codes of the series, the campaign line — none of it explained the collaboration to people unfamiliar with Wednesday. It rewarded those who already were. Exclusivity of reference is what makes a fan activation feel real.
Brand Fit
SAME ATTITUDE, DIFFERENT UNIVERSE
Burger King didn't need to adopt Wednesday's personality — it already shared her worldview. The collaboration worked because both brand and character occupy the same cultural territory: proudly, defiantly not for everyone.
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