Burger King's decision to become the front-of-shirt sponsor for League Two side Stevenage in 2018 has paid off after their bold plan to go virtually viral succeeded beyond all expectations.
Despite the club languishing at the bottom of the professional pyramid in England, Stevenage do make the cut in each edition of the video game FIFA.
That's where Burger King saw their chance for some unlikely exposure as they got their logo on Stevenage's jersey to ensure it also appeared in the EA Sports game.
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From there, they created The Stevenage Challenge that encouraged gamers to play with the club, sign big-name players and share any success on social media.