This campaign aimed to highlight Burger King’s signature flame-grilling method in an interactive and engaging way on social media. We leveraged Snapchat and Instagram Stories to create an experience that entertained users and rewarded them for participating.

The concept was simple yet captivating: once users tapped on Burger King’s story, they saw a virtual paper with a Whopper on it slowly burning—symbolizing the flame-grilling process. To “save” the Whopper, users had to take a screenshot before it was completely burned. Those who successfully captured the Whopper received a promotional coupon, redeemable in-store or through a delivery app. With the tagline “Save the Whopper,” this campaign turned passive viewers into active participants, reinforcing Burger King’s flame-grilled identity while driving engagement and sales.