Elden Ring is one of the most popular RPGs in the world, but how could Burger King reach an ever -growing gaming audience who hate advertisements?

So, we challenged them to beat Elden Ring. Not their way – but our way.

Introducing the Flame Grilled Challenge Run, a fiery contest for gamers to prove their worth while completing the game using only fire spells to flame-grill everything in sight, which required a minimum of 30 hours to complete.

We had three of the most-popular creators from the Elden Ring community taking the challenge and streaming it on Twitch. Then, we promoted their challenge run-videos on YouTube, inviting the audience to participate in the online competition.

Sparking a widespread fire between the Burger King brand and the region’s gamers.