In Spring 2023 BK Germany was looking for an innovation for their snack category. At the same time AI was on the verge to disrupt almost every business sector, we know. But while everyone was just starting to play around with AI, we already used it to create new products.

So instead of doing the work ourselves, we thought, why not give the task of developing a new snack to AI. Our course we could let the AI do all the work. That’s why we gave the community a say and decide which AI Creation they liked best.

We knew AI was the topic of the moment also within our young a tech savy social media audience. And they love to discuss our product. Be it old classics they want to get back or trying out new creations. That’s why we knew that giving them the chance to decide which of our AI creations would become reality, was going to create lots of interaction.

We simply asked ChatGPT to create random combinations of all our products and looked for the best outcomes, a screen capture ChatGPTs answer became our first post. We then gave the best and somehow realistic results to Midjourney to visualize them, which we then showed the community. The community went wild and called for the Cheeseburger Nuggets, which we gave them.

The anticipation was huge and once in store, the community loved the Cheeseburger Nuggets. And thanks to the hype, even the press got wind of our idea and started featuring the Cheeseburger Nuggets in several articles and even on TV. Resulting in over 15 million views and almost 375k € in earned media – not bad for a campaign consisting of 3 stories, one reel and one carousel post.