The idea lives off of a social and influencer organic movement to change the name of McDonald island to the WHopper Island on googlemaps.

To reinforce its positioning of "Cooked with fire" and to bring heat to the competition, we targeted and recruit our loyal Burger King and Whopper fans and invited them to storm google maps to change the name of an island named McDonalds. That action was rewarded with R$15,00 off on purchases of the whopper on the Burger King app.

Burger King has a clear market differentiation: our burgers are cooked with fire. The competition's isn't. So in order to leverage and remind Brazilians of our main feature we turned to one of people's favorite topics: a good, healthy, fun controversy. And Brazilians love a good controversy. So do we.

The brief was to present Burger King's credentials of real food, cooked with real fire, and point out that the main competition (McDonald's) isn't.

The objective was to engage our fan base - and anyone who loves to make fun of McDonald's - to post on google maps that Burger King's food is better than McDonald's.

We found a real island in the middle of the Indian Ocean with an active volcano, that ironically is named McDonald's, to point out that a place with real fire can't be a McDonald's.

With that at the center of our message, we invited people to storm to the island's location on Google Maps and use #WhopperIsland in order to challenge the name of that place and by doing so winning a coupon with R$15 discount on a whopper on orders using the Burger King app.

We aimed our activation to 15-45 year old people who love real food cooked with fire and also love a good controversy.

The approach was to invite people to point out the irony of a place with real fire be named McDonald's. And use google maps to change the name of such island to #WhopperIsland.

We started our idea using some of the biggest influencer that play "GeoGuessr" to find this remote island in the indian ocean with an active volcano on google maps.

After that we launched a mockumentary style film that described and showed a beautiful island and nature sanctuary with an active volcano and pointed out the irony that a place with real fire can't be McDonald's.

With that film we invited people to flock to google maps coordinates and leave reviews on the McDonald Island using #WhopperIsland. By doing so, participants received a R$15 coupon to purchase a whopper on the Burger King app.

1,000 coupons were placed at the geolocation on google maps. All of them were claimed within the first 15 minutes of the activation.

We made another 1,000 coupons available the following day. And the following. And then the following.

Headlines in 68 countries

100 M people reached

48 M in earned media

450% increase in visits to BK app

12% Whopper sales increase

4k coupons claimed on the first two hours

“Burger King is cooked with fire, McDonalds isn’t” message awareness grew by 17%

Google Maps crashed. Twice.