Restaurant: Burger King
AI, customization, and $1MM: BK’s winning recipe for engagement.
1.3MM new signups? That’s the power of a YOUnique Whopper.
The Stakes
Burger King needed a comeback moment in the digital fast food game. With competitors dominating app downloads and digital loyalty, BK had to modernize “Have it Your Way” for a new era and audience.
The Friction
BK was lagging in relevance with younger, tech-forward audiences. The brand’s iconic positioning had become nostalgic instead of current, and “personalization” felt more like a checkbox than a breakthrough.
The Shift
BarkleyOKRP helped turn “Have it Your Way” into a cultural moment with gravity. Enter the Million Dollar Whopper—a nationwide contest powered by AI, where users could dream up their own Whopper creations, share them, and win big. It wasn’t just about burgers but about identity, creativity, and digital-native storytelling.
The Lift
The campaign didn’t just sizzle—it exploded. With 1.3 million+ new digital signups, BK broke through the clutter and into consumers’ hands (literally). Personalization became a participation moment, turning the Whopper into the most you-nique thing on the menu—and turning BK into a digital contender again.
Results
- 1.3MM new app signups.
- 36% increase in digital visits.
- 3MM customized Whoppers generated.
