BURGER KING® takes live entertainment to the next level with a bold challenge by SOMOS Experiences

SOMOS Experiences takes live entertainment to the next level with a large-scale production for Burger King® that transforms competition into an unprecedented urban experience.
The concept, creatively developed in collaboration with David The Agency and Play The Game, draws on the playful spirit of classic TV game shows, reimagined with a modern visual and scenographic language designed to excite and be shared.

 

Grand King was Burger King’s way of taking the customer experience beyond the restaurant. For one month, fans voted for their favourite menu from proposals by four well-known influencers, and in the grand final, they joined their teams to compete in challenges full of humour, skill and team spirit. The campaign boosted engagement with the MyBurgerKing platform, turning consumers into active participants and stars of the story.

 

The event packed out the Pabellón Satélite Madrid Arena (Casa de Campo) with enthusiastic fans. Four teams, each led by a well-known influencer — Lolalolita, Ceciarmy, DJMario and RoRo — faced off in a fast-paced circuit of challenges. Each test demanded dexterity, balance, creativity and strategy, all wrapped up in a visually and technically spectacular show that kept the energy high right until the end, when DJMario was crowned the Grand King of the summer.

 

From challenge to challenge: an immersive journey
The energy could be felt from the moment guests stepped into the venue. Transformed into a true urban arena, the space invited everyone to join in the game from the very first moment. Everything was designed to ensure the audience was not just watching, but playing an active role in the story — lighting, sound, set design and an unrelenting pace that left no room for pause.

Together with David The Agency, responsible for the core concept and competition mechanics, and Play The Game, in charge of talent and presenters, SOMOS Experiences brought the vision to life with precision and energy.
A large-scale production featuring immersive decor, towering structures and a highly synchronised technical set-up, capable of sustaining the intensity of every live moment.

The circuit moved from one challenge to another, like chapters in the same adventure:

• Infernal Grill: A spinning wall of obstacles stood between teams and their goal — rescuing giant burgers and bringing them back safely. Rotating tubes tested balance and coordination to the limit.
• Secret Sauce: In the heart of the arena, long tables held mystery boxes featuring the iconic Heinz branding. Inside, identical-looking sauces — some mild, some fiercely spicy. Participants had to taste them with a poker face, while the opposing team guessed who was hiding the fire in their mouth.
• Turbulent Sodas: A race against time on a giant straw-shaped walkway. Contestants carried oversized drinks, trying not to spill a drop, all while being pelted with foam ice cubes by the rival team.
• Potato Joust: A medieval-style battle with a cheeky Burger King® twist. Three players per team faced off in a foamy coliseum with ketchup-covered “potatoes” — victory went to the one who landed a hit on the heart painted on the opponent’s chest guard.
• King Derby: The wild finale. A pitch where two teams, inside giant inflatable bubbles, scrambled to score goals using colour-coded balls.

Each challenge had its own visual and mechanical world, designed by SOMOS Experiences to shine both live and through the lens. These were games that combined physics, strategy and humour — but most of all, they were designed to keep audiences on their toes, knowing anything could happen at any moment.

 

High-impact production with non-stop momentum
The event was a full-scale technical and creative deployment that turned the venue into a real game stadium. SOMOS Experiences delivered a layered production: from large-format sets and graphics to sound and visual effects that enhanced each key moment.

The live show was brought to life by an energetic team of hosts who narrated the action, conducted interviews and kept the audience engaged — both in the arena and online — building a seamless connection between the crowd and the experience.

 

A format with the potential to last
This event not only strengthened Burger King®'s connection with its community but also set a new standard for how brands can create their own live entertainment formats. The energy of the teams, the inventiveness of the challenges and the detailed, high-quality production turned the competition into an unforgettable experience for everyone involved.

A perfect finale to the Grand King campaign — closing the story on a high, with excitement at its peak.