Garbarz & Partner’s Whoppery lottery campaign allows guests to create their Whopper in over 200,000 ways and win up to one million euros in the process.
Individuality and diversity are celebrated at Burger King, whether through goods, guests and fans, or workers. Burger King is creating the Whoppery, the world’s first burger lottery, to demonstrate the Whopper’s customizability, which can be put together in over 200,000 different ways. The competition is run through the MyBK app, where users can let their imaginations run wild while securing their ticket number and a chance to win up to one million euros with their own Whopper invention.
Burger King, true to its slogan ‘Be Your Way,’ provides the ideal product for every taste by allowing customers to customize their Whopper. Whether meat eaters, flexitarians, vegetarians, or vegans, the original flame-grilled and plant-based versions provide something for everyone. The corporation exploits the customizability of the Whopper, which has enthralled Burger King devotees since 1957, to demonstrate this diversity. The Whopper is always freshly produced and may be customized in over 200,000 ways, including adding a second plant-based or beef patty, extra jalapeos, double cheese, or three ketchup amounts. Everything is possible, and each Whopper has its own personality.
The lottery-style competition, in which fans can win up to one million euros with their own Whopper creation, is the show’s highlight. Users can participate through the MyBK app, which allows them to customize their virtual Whopper with different ingredients based on their preferences. The desired Whopper becomes a lottery ticket and generates the personal number that is thrown into a lottery pot based on this unique combination. Ordering a Whopper in the restaurant – either the virtual creation or another variant – and scanning the once-only useful QR code on the receipt in the MyBK app activates the lot. The winners will be chosen at the end of the campaign and will receive a prize of up to one million euros. By the way: The lucky winner could treat himself or herself to approximately 181,818 Whoppers.
“Be your way” represents originality and diversity, and it means that at Burger King, “everyone can be themselves,” according to Danny Wilming, head of brand at BURGER KING Deutschland GmbH. This even pays off handsomely for our fans with the Whoppery competition: when else do you get the chance to win up to one million euros with your favorite Whopper? At Burger King, individuality definitely does pay off.”
Grabarz & Partner, dentsu X, Isobar, setup, and Emanate were all involved in the campaign’s implementation. It will be distributed not only on TV but also on Burger King’s own social media channels, including Instagram, Facebook, and TikTok, as part of a multi-channel campaign. Participation in the competition is via the MyBK app and is only possible for persons of legal age. Further information can be found on the microsite. The conditions of participation are available here.