50% OFF? Buy 2 get 1 free? All offers always look the same and that's why they all go unnoticed.

For this reason, the great goal of the brief was to create an interactive and really attractive promotion with the DNA of the Burger King brand: "Have it your way".

This activation aimed to turn every consumer's post into a real-time ad for our brand.

All offers always look the same and that's why they all go unnoticed. For this reason, we create a promotion with blank billboards and invited people to complete their offer using our product stickers on Instagram Stories. The 1st out-of-home campaign made by our consumers.

The users posted their offers by tagging BK and received their orders exactly their way via direct message.


And so BK did the most successful promotion of the year.

Burger King’s core target in Brazil is young people from 18 to 24 years old - the famous Gen Z. They're more skeptical of traditional advertising and it is increasingly difficult to reach this audience.

So, our brand wanted to give this young audience an experience that transcends street billboards and invades Instagram Stories, using a tool that this audience is already accustomed to use on a daily basis: stickers.

Brazil is the 2nd country in number of Instagram users and this contributed to make our promotion a real success.

First, Burger King communicated to users on our social media about our blank billboards and the mechanics of the promotion.

Consumers were invited to take a picture of the billboard on Instagram Stories, create a deal using our product stickers and share it tagging BK.

Then, users then posted their deals using our stickers and the brand got in touch to deliver their orders exactly their way, via the BK app.

The activation started in the streets, but the outreach and execution took place within Instagram Stories, turning every order posted into a real-time ad for our brand.

With this activation, every deal shared became a real-time ad of Burger King brand on Instagram Stories.

For 2 weeks, we gave Brazil a break from our visual clutter. And Brazilians gave us our most successful promotion of the year. Reaching 4x more people than a regular OOH campaign. And in half the time.

In addition, we reached 500+ orders per day and Instagram interactions increased + 300%.

An unimaginable success for BK, which delivered hundreds of orders and further built its brand positioning of "Have it your way".