Burger King

AI, customization, and $1MM: BK’s winning recipe for engagement.

Video — Case Study

1.3MM new signups? That’s the power of a YOUnique Whopper.

Burger King fought back in the digital QSR battle with the Million Dollar Whopper Contest, a bold strategy to redefine “Have it Your Way.” Targeting tech-savvy Explorers, BK used AI to let customers create custom Whoppers, making personalization a cultural event. The takeaway? BK isn’t just playing catch-up; it’s creating gravity in the burger wars.

Results

1.3MM new app signups.
36% increase in digital visits.
3MM customized Whoppers generated.