Burger King was obviously a sponsor -- from "The King" (who still is creepy to me and looks like the guy on the King Vitamin cereals -- pictured). Burger King also used this as an opportunity to promote their video games for $3.99 per game featuring "The KIng".
I'll tip my had to Crispin again for their funny, catchy work. Having the King in the audience was an excellent touch and the video games are obviously at the center of current youth culture. But at the end of the day, I question whether or not any of this will work for Burger King or Crispin. Sure it's cool -- that's what Crispin does best. But is it effective?
I ask because all of this seems so contrived to me...and I'm no more or less cynical than the consumers they're trying to reach. I just feel like consumers are seeking companies with authenticity...this doesn't feel authentic at all. It feels forced. It feels like a stale burger place trying to make itself seem cool. And while they seem to be making the creepy King cool somehow, is it making Burger King cool? I dunno. But I think they're lacking the authenticity that will lead to long-term success.