BURGER KING: A FLAME-GRILLED SUCCESS STORY

Things got extra hot at Magicbox in 2024 — not just from the blazing stage effects or the summer heat, but also from the custom-designed Burger King restaurant that made its debut at this year’s Tinderbox. Here, Burger King served up their signature flame-grilled menu to the delight of thousands of festival guests.

“We quickly agreed that Tinderbox and Burger King were a perfect match — we share a passion for creating great experiences for a wide audience. The time was right to dive into the adventure and bring flame-grilled burgers and great music together at Tinderbox,” says Kasper Morell, Partnership Manager at Tinderbox.

THE HIGHEST-EARNING RESTAURANT IN SCANDINAVIA

With flame-grilled Whoppers, fries, and nuggets served every 12 seconds, Burger King’s Tinderbox restaurant became the highest-earning Burger King in all of Scandinavia during the 2024 festival. Over the course of just three days, more than 7,000 burgers, 16,000 nuggets, and over one-third of a ton of fries were served to hungry festival guests.

“This was Burger King’s first presence at a major Danish festival, and now that we’ve reviewed the numbers, we can confidently say it exceeded all expectations — not only due to the outstanding effort from our 50+ team members who handled thousands of orders, but also because of the significant boost in traffic and interest across our digital platforms,” says Carsten Lambrecht, Managing Director of Burger King Denmark & Sweden.

A HOLISTIC MARKETING EFFORT

Burger King’s Tinderbox activation began long before the first boards were laid for the pop-up restaurant in Tusindårsskoven. In close dialogue between our marketing teams, we developed a comprehensive communication plan for the partnership — from launch to on-site coverage during the festival.

This resulted in a successful partnership launch that reached over 70,000 users and gained 116,000+ organic impressions across Tinderbox’s platforms.

Additionally, Burger King used their competition tickets in a paid campaign that included their physical restaurants on Fyn.

During the festival, Burger King partnered with content creator Oliver ‘Bruhliver’ Hvam, who produced engaging content from the restaurant, including audience interviews and crowd activations like “The King’s Successor” ( “Kongens Efterfølger”) and the epic giveaway of 100 Whoppers in 10 seconds ( uddeling af 100 whoppers på 10 sek) at the campsite.

A 467% INCREASE IN VISITS

By integrating Tinderbox’ IP into a strategic marketing initiative, Burger King dramatically boosted engagement on their digital channels — including a 467% increase in Instagram traffic, with 99% of visits coming from non-followers.

“This is a unique partnership with Tinderbox. No other fast-food chain in Denmark has made such a bold festival move recently. We see it as a great fit — it’s Denmark’s biggest commercial festival, and the vibe aligns perfectly with our brand identity,” says Marcus Voldum. As part of the campaign, Marcus Voldum gave an interview to markedsføring.dk, which you can read here.

ACTIVATION SUMMARY:

• End-to-end communication strategy from launch to execution
• Custom-designed restaurant built in collaboration with Tinderbox architects and Burger King
• On-site communication through large screens and strategically placed banner fencing
• Smart use of competition-based tickets
• Dedicated SoMe effort during the festival

KEY RESULTS:

• One Whopper, fries, or nuggets served every 12 seconds
• During Tinderbox this was the highest-earning Burger King in Scandinavia 
• 7,000 burgers, 16,000 nuggets, and ⅓ ton of fries sold
• 476% increase in Instagram visits — 99% from non-followers