Facebook Live Sports Commentary — — That Time When The Skapto Burger Skewer Sticks Collector Faced A Worthy Challenge

The Brief

Skapto wanted to make a clear statement about the culture that inspired their burger joints. It can be seen through all of their communication efforts so far that they set up an aesthetic that can pretty much be characterized as the American Urban Street Style.

Offering artisan burgers that can be enjoyed inside hip and vibrant locations. Interior and exterior that could make you question whether you are on the East or West Coast of the US. Certainly not across the world in the southeast of Europe. And their edgy digital presence serves to underline and reaffirm Skapto’s identity.

Not an easy task to build further on that excellent record.

Of course, in Sofia, there are direct competitors and other relevant establishments which also follow similar patterns of brand behavior.

We also needed to stand out in a way never seen before.

The Idea And Results

This March Skapto launched a 1kg burger. We thought it would be a real challenge to eat.

We took two very distinctive things, put them to work and in the process invented something completely new — a sport for Skapto lovers.

Having Burger eating contests and American style sports commenting you get yourself a THREE-EAT-THLON. We added beer and fries. For a limited time.

As in every sport, there should be standard rules so we created ours. We got in touch with a renowned nutrient champion in the heavy category. Alternative rap master Jluch got into the duel with his fists and without hesitation to face the challenge. But is it truly a sport without live commentary?

We shot a whole video precisely for the new Facebook feature — Premiere, in an American style of commenting. We invited a professional play-by-play commentator from Eurosport. We also had Jluch share why people call him the Burger Skewer Sticks Collector and comment on his performance while streaming live on Facebook.

We measured high ratings: audience of over 100 000 people, watched minutes reached some 350 000 views.

There were fans and future champions. The attempts at a record were hundreds but just 7 challengers managed to reach the wall of fame.

No one can save you from what you desire.

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director: Angel Iskrev
dop: Todor Argirov
editing: Todor Argirov
voiceover: Jluch & Angel Iskrev
creative director: Angel Iskrev
junior copywriter: Spas Nikolov
client service director: Sava Ahmakov

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