BK Village
View the case- Brand
- Burger King
- Year
- 2024
- Objective
- Other
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Monks
Objective
Burger King needed a reason for Royal Perks members to open the BK app every single day in December — the most competitive stretch of the retail calendar — at a moment when U.S. same-store sales were sliding. Working with agency Monks, the brand turned its holiday promotion into a daily habit rather than a one-time coupon drop, using the game to distribute its 31 Days of Deals and to give its paid BK Advent Calendar a free digital extension.
Solution
Players open BK Village from the BK app or bk.com/bkvillage and log in with their Royal Perks account to land in a snowed-in 3D town built around Whopper-themed landmarks — Crown Hall, Soft Serve Slopes, Whopper Way, Crown Square. Each player gets their own holiday house, the Royal Cabin, which they can decorate with decor pieces picked up while exploring the town. Once a day, they walk up to the cabin's mailbox to unlock that day's reward from the 31 Days of Deals lineup — free food, free delivery, merch, or Crowns points. Between mailbox visits, players can take a spin down Soft Serve Slopes on a bacon-strip sled and enter the week's prize draw before logging off to wait for tomorrow's deal.
- 1
The player opens the Burger King app or bk.com/bkvillage and signs into a Royal Perks loyalty account; the village and its deals are inaccessible without an active loyalty membership.
- 2
The player enters a snow-covered 3D village built around Burger King's Whopper branding, with a camera that lets them survey the town and move between its locations.
- 3
Each player has a personal home base in the village, the Royal Cabin, which they return to on repeat visits.
- 4
Once a day the player checks the mailbox outside their cabin to reveal that day's deal from a 31-day calendar of offers (free food, waived delivery fees, menu discounts), then claims it in the app and redeems it on an order, which applies the coupon directly to their Royal Perks account.
- 5
Opening each day's deal unlocks new activities and interactive objects in the village, so the town's content expands as the days progress.
- 6
Separately, the player taps to earn one piece of holiday decor per day and uses the growing collection to decorate their Royal Cabin over the course of the month.
- 7
Collecting decor on every day of a calendar week earns a streak bonus of 100 Crowns plus an entry into that week's sweepstakes drawing.
- 8
The player also explores branded landmarks such as Crown Hall and Whopper Way, with new zones opening weekly, takes a bacon-sled ride down the Soft Serve Slopes, and finds Saturday merchandise drops available through the daily deals.
- 9
Players with a qualifying streak are entered into weekly prize drawings for gift cards and merchandise codes, with winners announced on a recurring schedule through early January.
