The BK Whopper Bar is a Burger King
 extension where Whopper lovers can
design their own burger with premium
             ...
Our assignment was to get Miami
informed and excited about the new
   BK Whopper Bar in South Beach.
Let’s face it:




South Beach is overpopulated with
       burger restaurants.
We set out to figure out what made
   the Whopper Bar so special.
Our first insight was about the
       Whopper itself.
It’s America’s Favorite Burger.

       Think about it...
We FREAKED out when they told us it
        was discontinued.
We got other countries to agree with
   us in the ULTIMATE taste test.
We even SACRIFICED our friends for
          the Whopper.
Insight #1:

The Whopper is a masterpiece.
This brings us back to the Whopper
Bar, where we came across our second
               insight.
Insight #2:

The Whopper Bar is all about the
      ordering process.
The Whopper-istas take your order, then you
watch as it’s assembled in the Visible Toppings
     Theater with the Whopper ...
...but at the end of the day, it’s still fast food
           served in a cardboard box.
So we focused our campaign on the
         fun of ordering.
We even went so far as to challenge
consumers to take a proven masterpiece
    and redo it on their own terms.
Big Idea:

The Whopper Bar lets you mastermind a
            masterpiece.
Introducing...
Just like any good song can be
remixed to be even better, we gave
consumers the opportunity to remix
        their favorit...
Interactive touchscreens around South Beach
 prompted pedestrians to remix a burger set
                  to music.




  ...
Print ads use die-cut
 stickers to highlight
  available toppings.
Burger lovers can bring
   their remix to the
Whopper B...
The Whopper Remix site made an even bolder
              suggestion.
Using Facebook connect, users could remix themselves
       using the power of the Whopper Topper.
People can then choose to use their remixed self as their
  Facebook profile for a day. Friends can vote on which
 version ...
Finally, we brought the Remix inside the store.




  Customers name their remixes and take a photo at the
register, where...
With the Whopper Remix, we...

 ...leveraged the brand’s position as
       America’s Favorite Burger.

...brought Burger ...
Case Study: BK Whopper Bar
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Case Study: BK Whopper Bar

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  • Case Study: BK Whopper Bar

    1. 1. The BK Whopper Bar is a Burger King extension where Whopper lovers can design their own burger with premium toppings.
    2. 2. Our assignment was to get Miami informed and excited about the new BK Whopper Bar in South Beach.
    3. 3. Let’s face it: South Beach is overpopulated with burger restaurants.
    4. 4. We set out to figure out what made the Whopper Bar so special.
    5. 5. Our first insight was about the Whopper itself.
    6. 6. It’s America’s Favorite Burger. Think about it...
    7. 7. We FREAKED out when they told us it was discontinued.
    8. 8. We got other countries to agree with us in the ULTIMATE taste test.
    9. 9. We even SACRIFICED our friends for the Whopper.
    10. 10. Insight #1: The Whopper is a masterpiece.
    11. 11. This brings us back to the Whopper Bar, where we came across our second insight.
    12. 12. Insight #2: The Whopper Bar is all about the ordering process.
    13. 13. The Whopper-istas take your order, then you watch as it’s assembled in the Visible Toppings Theater with the Whopper Topper... You can watch it
    14. 14. ...but at the end of the day, it’s still fast food served in a cardboard box.
    15. 15. So we focused our campaign on the fun of ordering.
    16. 16. We even went so far as to challenge consumers to take a proven masterpiece and redo it on their own terms.
    17. 17. Big Idea: The Whopper Bar lets you mastermind a masterpiece.
    18. 18. Introducing...
    19. 19. Just like any good song can be remixed to be even better, we gave consumers the opportunity to remix their favorite burger.
    20. 20. Interactive touchscreens around South Beach prompted pedestrians to remix a burger set to music. Click for example song
    21. 21. Print ads use die-cut stickers to highlight available toppings. Burger lovers can bring their remix to the Whopper Bar and use it to order.
    22. 22. The Whopper Remix site made an even bolder suggestion.
    23. 23. Using Facebook connect, users could remix themselves using the power of the Whopper Topper.
    24. 24. People can then choose to use their remixed self as their Facebook profile for a day. Friends can vote on which version they like better - Be careful what you wish for!
    25. 25. Finally, we brought the Remix inside the store. Customers name their remixes and take a photo at the register, where it is then displayed on the digital menu for other patrons to order.
    26. 26. With the Whopper Remix, we... ...leveraged the brand’s position as America’s Favorite Burger. ...brought Burger King’s “Have It Your Way” to another level. ...created an unconventional platform for consumers to share the fun with their friends.

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