CASE STUDY
The Legend Meal Anthem for Burger King
6.5M+
views
π THE SCOREBOARD
Watch it, then check the receipts
7532909101832080647
π― Brand target: 3M views
Delivered 6.5M Β· 217% of target β
6.5M
π views
9.8K
β€οΈ likes
521
π saves
515
π shares
4.6s
β±οΈ avg watch
83%
π came back
VS. THE INDUSTRY π
Watch time
116 days watched in total
Engagement
11K interactions on one video
New followers
1.5K new followers gained
95% under 35 Β· gamer core
Gen Z and gamers, exactly on brief
πΈπ¦ KSA-first audience
Where the Legend Meal launched
πΈ ON SET
Straight from the shoot
βΆ
Watch the campaign
π― The problem
Burger King wanted the new Legend Meal to land with Gen Z and gamers, two audiences that skip ads on sight and only respect what feels native to their world.
π‘ The idea
Instead of an ad, an anthem. An original song built around the Legend Meal, written and performed in gaming culture's own language, so the track itself becomes the campaign. Every legend has a beginning.
π¬ The execution
A full music-video production on TikTok: original lyrics, a crown, gaming references and fast cuts, with the meal as the trophy at the center of the track.
The results π
6.5M+
views
π 6.5M views on TikTok
β 1.5K new followers
π΅ An original anthem, not an ad
WHY IT WORKED π§ͺ
The anatomy of the joke
01
An anthem, not an ad slot
Gen Z and gamers skip ads on sight, so the campaign became an original song instead. A track can be replayed, quoted and stitched, and this one was: viewers replayed it nearly three times each.
02
Fluent in gamer, not translated
Original lyrics, a crown and gaming references written from inside the culture, with the Legend Meal as the trophy of the track. 95% of the audience was under 35, exactly the room Burger King asked for.
03
Replays fed the machine
An 83% returning-viewer rate turned one TikTok into 116 days of combined watch time, and the algorithm answered with reach: 6.5M views against a 3M target, 217% delivered.
π‘ KEY TAKEAWAY
A song outlives an ad slot. Viewers replayed the track nearly three times each, and searches for the meal followed.
Let's Create Something Legendary Together!
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Saudi comedy creator turning ads into entertainment. 10.2M+ followers and 45.3M+ monthly reach across the Arab world.
mail@Abdoh4Magic.com Β· Riyadh, Saudi Arabia
Saudi Media License (Mawthooq) No. 726861
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