Leverage the “Choose Your Destiny” thematic that weaves throughout the entire Star Wars saga in conjunction with Burger King brands “HAVE IT YOUR WAY” core essence. Create a game that allows each player to make a destiny-changing choice by picking which scratch-off area to rub off on his or her gamepiece. Further enhance the “Have It Your Way” aspect of the programme by offering winners a choice of two prizes. Upsell consumers by putting more gamepieces on the larger size value meals– 2 on a Large and 3 on a King size.

The game concept and structure, creative assets and promotional expertise were leveraged on a worldwide level for customised execution in international markets. Burger King restaurants in the U.S., Canada, Spain, Germany and the UK experienced a significant lift in sales overall with a greater percentage of Large and King size Value Meals being sold over the previous year. In the U.S. and Canada over 150 million gamepieces were delivered with at 1 in 2, odds resulting in over $500,000 worth of prizes being won.