By innovating and gamifying the staying at home process, transforming the isolation time in benefits, Burger King contributed to society, slowing down the speed of the virus contamination during that time and serving as an example for other companies and reaching its business goal.

Year of COVID-19 pandemic. A denialist president, with a public policy that didn’t encourage Brazilians to stay at home, in charge of the country. Lack of consent between the authorities, commercial pressure and risky behavior of the population provoked the loss of lives and financial damage. In may/2020 Brazil became the 3rd country in daily confirmed cases (1).

Once again Burger King challenged itself to bring a social vision linked to a business goal and thus positively impact the country, encouraging isolation adherence. The challenge was huge, if even the Government couldn’t keep people at home during the pandemic, could a fast-food chain do so?

(1) Source 05/18/2020 - “With more than 250 thousand people contaminated,

Brazil is the 3rd country in covid-19 cases” - Data Johns Hopkins

We gamified the process of staying at home, transforming the isolation time into BK benefits. To know if people were in isolation or not, we used a tool that was always with them: their smartphones. BK’s app monitored people that registered and, according to the uninterrupted time they stayed at home, they automatically won BK product vouchers, better products each time.

Insight: staying isolated at home was getting harder by the day. People were “itching” to get out. The psychological fatigue caused by isolation measures was a big challenge to contain the pandemic. Data from the Health Ministry showed that 1 in every 5 Brazilians had broken isolation

because they were tired of staying at home *. The feeling that saying at home was

getting more difficult was real. They needed an incentive and a motivation.

* Source: HuffPost Brasil - 05/29/2020 - “1 in every 5

Brazilians broke isolation because they were tired of staying at home, says

To encourage the app’s download, the campaign was digitally activated through a film on YouTube, Facebook and Instagram. We sent press kits to 20 influencers containing pajamas printed with

the BK logo as a fun way to promote the idea of staying home.

We supported the campaign with Search during the whole time. And a PR strategy helped to give even more awareness to the campaign.

In 27 days of campaign its social impact was proved: 238.000 * participants stayed home avoiding that other thousands of people were infected. +19% above the expected goal. The isolation time lasted 3 to 15 days, with the majority of people staying 3 to 7 days isolated at home. With an average of 8 days* of isolation per registered user in the campaign, 306.697* rewards were distributed to the participants that were motivated to stay home.In the business point of view, app downloads increased 840% (vs the goal of 50%) in period media was aired - 4x higher than the expected. Burger King’s app was the 2nd most downloaded of the category during the campaign, losing only to iFood (food delivery app), which means a lot during the pandemic scenario. 31.4MM people were impacted by the campaign.

* Source: Burger King

** Source: Loures / BK Press Office

*** Source: