The idea was made precisely for the gamer community, after all, Burger King needed to get even closer to them. So we broke category taboos, reframing their perception of glitches, showing that the world can be fun and delicious even when things go wrong.

The campaign film was made with scenes inspired by famous games. We created a gamification to find glitches in the APP. We joined lives of famous streamers with sandwiches full of glitches. And we've included a buggy store in an online game.

So basically it was a campaign that was 100% focused on the gaming community.

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.

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.

So we went bold, playing with the game's flaws, turning those glitches into good things: food.

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.

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, which appeared several reactions from famous players, we built a glitched store inside a video game.

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.

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. We added glitches in traditional media on the streets, inside stores, and even in the virtual world: we created a completely glitched store online.

A 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.

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

The cultural insight that inspired the work was inside the gamer community.

Gamers are terrified of glitches in their video games, and when a glitch appears it's a cause for frustration.

But since Burger King has filled its own app with discounted glitches, finding a glitch isn't going to be so bad for that audience anymore.

The content and format of the film also follows another social behavior: gamers love to react to glitched videos, because they are funny content. So the idea of ​​the film was precisely to bring a compilation of funny scenes so that consumers could have fun with the content, in addition to being impacted by the final message. After being impacted by the film, the search for glitches in the app began, an interesting gamification for gamers, after all, it worked as a hunt for discounts.