To position itself in the gamer universe, Burger King needed to get closer to the gamer community speaking the same language as them. But without losing the authenticity of the brand.

So Burger King became Burger Glitch, bringing a fun point of view on the defects that are increasingly recurring in video games.

We turned real glitches into food discounts, asking consumers to send images that happened to them, to win a delicious Whopper in return.

But we also put glitches on our food, and even on our app, making a funny search for the glitches inside BK's digital world.

Situation: Unlike several giant brands, including our main competitor, Burger King had not yet positioned itself within the gaming community in Brazil.

Brief: We needed to find a way to communicate with gamers, speaking their language, without losing the essence of Burger King's bold communication.

Objective:

Generate conversation within the gamer community.

Entertaining video game-loving consumers.

Make clear Burger King's positioning within the gaming community.

Generate app download.

Sell our product.

The worst nightmare for anyone who plays video games is glitches.

But one thing no one can disagree with: glitches are pretty funny for those who are watching, so much so that there are tons of videos of gamers' reactions laughing about it.

That's why we turned Burger King into Burger Glitch, and created a 100% glitched universe to communicate in a funny way with the gamer community.

As part of the campaign, we brought glitches into our app, bringing discounts to anyone who found the glitched prices.

We even put glitches in our food, and people were able to eat Whoppers with never-before-seen ingredients inside.

In addition to a film exploring these glitches, we invited our consumers to send us one glitch that happened to them, to get a Whopper back. A direct and fun way to make up for the glitches that happen to him in real life.

Burger King’s core target in Brazil is young people from 18 to 24 years old - the famous Gen Z. More skeptical about traditional advertising, they expect more from brands than only a discourse: they want attitude. They expect brands to engage in their passions as much as they do.

And there’s one passion that is rising in Brazil among the younger target: games. With 95 million gamers, Brazil is the 3rd largest gaming country in the world. 76% of Brazilians say Games are their main source of entertainment.

But it wasn’t enough to be where other brands had been, Burger King had to give its own twist to the Gaming passion, giving people something only BK could and spark conversations with a real offer.

To make the experience more direct, consumers were able to exchange images of glitches that happened to them in-game for a delicious Whopper.

We started with a video content, which was broadcasted both on television and on social networks. That video was a compilation of glitches, inviting the consumer to download the app and find the glitched deals, saying that "sometimes, finding glitches can be delicious".

After the video and the glitched app, we've glitched some Whoppers surprising consumers. There were several different Whoppers, with more meat, chicken, bacon and other random ingredients. A very direct and intense experience for the gamers.

The campaign that started on the internet, went to television, became content on social networks, turned into traditional media and ended up inside the video game. But the most direct part was right in the middle, when we asked for the consumers to send to us a picture of a glitch that happened to them and sent a Whopper in return, for them to enjoy in real life.

The Burger King's app broke download records in Brazil.

Burger King grown 11% in consideration among the target: gamers.

Burger King had more than 60,000 sales with glitched coupons.

Burger King become the fast-food brand with the biggest growth within the gaming community.

157.2M Impressions