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. These game defects ruin your experience, making the game unplayable.

But one thing no one can disagree with: glitches are 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. People had to download the official Burger King app and search every day for images of glitched sandwiches on the menu. Whoever found it could get the discounts for that day.

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.

Playing with the game's flaws, turning those glitches into good things: food.

Users just had to open the BK app and find the glitched prices.

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".

When the consumer downloaded the app, he could navigate to look for the glitched offers: sandwiches from the menu with weird images, and inside them the special prices.

This activation lasted a month, and every day there were new offers for the first to find the glitch hidden inside the app.

Bk app broke download records in Brazil during the campaign.

Growth 11% of consideration in young adult target.

60.000 sales in glitched coupons.

144 million impressions in a 95 million gamers country.