Burger King Brazil was launching DOGPPER® in Brazil: a sidekick Whopper® flavored canine treat, to generate affinity and consumption with dog owners. Since DOGPPER® had been previously released in other countries, the strategy demanded something new to boost it's engagement, buzz and potential.

The brief and objectives were to successfully launch DOGPPER® in Brazil 100% focused on social media channels, fully engaging and generating trials with the local dog owner community.

Why can't we boost an idea by merging two engaged communities? We decided to connect the DOGPPER® launch in Brazil with an explosive idea: BK would be the first fast food brand in the world to accept DOGE as payment.

Therefore merging 'dog owners' with the 'crypto' community.

DOGEcoin = crypto meme coin with a DOG as token, that gained huge relevance in the mainstream blockchain conversation once Ellon Musk started buying and promoting it, together with other known investors.

The idea: get the crypto community to help our canine friends, by buying DOGPPER® using DOGEs. Every purchase with DOGEs would be reverted to NPOs focused on adoption and pet care Casa dos Bulls and Amigos de São Francisco.

The crypto community is extremely active in social media channels, and one of the biggest trend conversations around the period in which the campaign occurred, was the cult around DOGE coins. It was also the crypto currency that was crossing over the most in the mainstream and pop culture, due to the fact that it started as a joke, and that Elon Musk and other known figures were getting behind it.

Pet lovers were already anticipating the launch of DOGPPER® in Brazil, and our strategy focused in exponentially enhancing the buzz by connecting with the crypto community by being the first fast food brand in the world to accept DOGEs.

It was important to add a social contribution to the campaign, generating donations to local NPOs and creating goodwill between the crypto and pet communities.

On July 26th we started the campaign, launching DOGPPER® and accepting DOGE's as means of payment.

To consume with DOGEs, consumers had to go to the BK Delivery, fill a quick form, select the amount of DOGPPER®'s he wished to buy, transfer the amount of DOGEs to the BK Wallet and wait confirmation.

The campaign ran for two weeks, 100% organic in social media, mainly Twitter and Instagram. Placements ran only in those platforms with video and text posts, engaging and leveraging the communities.

It scaled organically in the social media platforms and PR, with huge engagement in Brazil and around the Globe from the community and press.

The campaign had robust 100% organic engagement, influence and PR results, with articles coming from several countries, allowing BK to appear on publications from investment, blockchain, technology and innovation segments.

With no paid media, we were able to achieve over 349 million impressions world wide, 152 spontaneous articules and over 1.8MM BRL in earned media.

Shibetoshi Nakamoto, the DOGE coin creator, organically changed its avatar in Twitter adding the BK Crown to the DOGE token to his over 1.2MM followers.

Severall other crypto social mediums and influencers divulged the campaign organically, from big ones such as Coin Desk (+2.5MM) and Matt Wallace (+500k), to micro ones such as Doge Whisperer (+15k).

8 NFTs were created spontaneously on Open Sea by artitsts celebrating that BK was accepting DOGEs, one achieving listings of 15 ETH.

DOGPPER® was sold out and purchases made with DOGE leveraged over 120.000BRL in donations to NPOs.