Mission: Whopper

Objective

Burger King Brazil sought to create an innovative advertising channel by targeting gamers in a culturally relevant way—using Call of Duty players' competitive gaming experience as the medium. The business objective was to engage the gaming community organically while building brand affinity through a reward-driven challenge that felt native to gaming culture, not imposed advertising.

Solution

Players were invited to change their Call of Duty nicknames to Whopper ingredients (Top Bun, Salad, Cheese, Pickle, Grilled Meat, Lil Bun) and complete matches with their team positioned in the correct ingredient sequence to 'build' the Whopper on the game's public scoreboard. When teams succeeded, they shared screenshots on social media. Burger King then DMed participating teams with free Whopper coupon codes for the entire squad. The campaign launched in partnership with major Brazilian streamers (including Coringa, a top Twitch personality with 4.2M followers) at the Call of Duty official launch event in Brazil. The activation unexpectedly expanded organically across multiple gaming platforms beyond Call of Duty, as players on other games voluntarily recreated the challenge, turning scoreboards across numerous titles into de facto advertising media.

Results

Not published.