The Ad That Kept Score
During the 2026 FIFA World Cup, Burger King wanted to connect with football fans at the moments that mattered most.
Together with Schibsted, EasyAd developed a dynamic advertising solution that used real match data to determine which message audiences would see. Whether Norway won, lost or drew, Burger King's advertising responded automatically to the final result.
The match decided the message. Technology made it happen.
The challenge
Standing out when everyone is watching.
The FIFA World Cup brings millions of fans together, but it also creates intense competition for attention.
Burger King wanted to reach Norwegian football fans around Norway's matches, with a message that felt relevant to the result, the time of day and their location.
The challenge was to connect the excitement of football with an invitation for a late-night meal, without relying on manual updates after every match.
The idea
Different results. Different messages.
A win calls for a celebration. A defeat might call for a little comfort. And a draw? That's another reason to grab a burger.
The idea was simple: let the match result determine the tone of Burger King's advertising.
Four creative variations were prepared in advance, covering a win, a loss, a draw and a general message used before and during the match.
Rather than predicting the outcome, the campaign was designed to respond to it.
The solution
From live match data to the right message. Automatically.
EasyAd integrated an external football API that provided updated information about Norway's matches, including match status and results.
The data was automatically retrieved and interpreted by EasyAd's decision logic, which selected the appropriate advertising variation for display across Schibsted's digital advertising placements.
Before and during each match, audiences saw the general message. Once the final result was available, the advertising switched to the relevant creative variation, without the need for manual changes.
The execution
The right message. At the right time and place.
The campaign ran across Schibsted's digital advertising placements around Norway's three group-stage matches during the 2026 FIFA World Cup.
Advertising was scheduled around the matches and into the night, with geographical targeting focused on areas where selected Burger King restaurants remained open late.
By combining match data, timing and location, the campaign connected the football experience with a relevant invitation to visit Burger King.
Context is everything.
When advertising responds to what's happening in the real world, it becomes more than a message placed alongside the moment.
It becomes part of it.
Creative technology in action
The campaign was entered into Gulltaggen 2026 in the Creative Technology category, a natural fit for a solution where technology was essential to bringing the creative idea to life.
The innovation wasn't simply advertising alongside a major sporting event. It was using the event itself as the input that determined what the advertising would say.
For EasyAd, the project demonstrates how external data, automated decision-making and creative advertising can work together to make campaigns more relevant, responsive and efficient.