Craft A Western Whopper

Objective

Burger King capitalized on the November 2018 global launch of Red Dead Redemption 2, where players hunt and cook food over an open fire in a wild west setting. While the game featured the ingredients needed to craft a Whopper, the burger itself was not available in-game. The brand created a cross-platform experience to engage gamers and drive restaurant traffic by merging the interactive game world with real-world consumption.

Solution

Players discovered and collected Whopper ingredients (pork loin, bread roll, prime beef, cheese wedge) while playing Red Dead Redemption 2. Using image recognition technology, they could scan these in-game ingredients on craftawhopper.com and receive a voucher for a free Whopper at the nearest Burger King restaurant. The campaign launched less than a week after the game's release, leveraging the title's massive hype and open-world gameplay mechanics.

Results

The campaign won a D&AD Pencil in the Direct category (2019).