In a world where brands will give away almost anything for a simple ‘like’ on Facebook, Burger King set out to prove that the Whopper was worth a whole lot more.

Whopper Lust was a channel on Direct TV, featuring seemingly endless footage of a beautiful spinning Whopper. The game was simple. Stare at the delicious, flame-broiled Whopper on your TV screen for as long as you can. The longer you watched, the more Whoppers you got. Watch for 5 minutes, get a free Whopper. Watch for 10 minutes, get two free Whoppers. And so on.We built in prompts to ensure the players never took their eyes off the prize. Every few minutes users had to click a button on their remote to keep the game alive. Look away - no Whopper. Fall asleep - no Whopper. Change the channel - no Whopper. Coupons were then sent to the winning Whopper Lusters using their Direct TV mailing address.

The campaign was scheduled for a full week, but the initial coupon fulfilment of 20,000 was exhausted within the first 4 hours. After restocking, Burger King distributed 73,000 coupons to loyal fans. In its brief run, almost 250,000 households visited the branded channel, and Americans played Whopper Lust for more than 10,000 cumulative hours. According to DIRECTV, the Whopper Lust campaign was the "most successful national interactive television campaign ever executed".