Less than a third of 18-24 year-olds know that every Burger King burger is flame grilled. So how do we remind them? We show them that for every mistake—or "misfire"—Burger King brings Good Fire.
Launch—Pre-roll featuring a fail video, inviting users to submit their own fail videos to be featured on instagram, and a chance to win a free Whopper.
Fail videos featured on @BurgerKing Instagram.
Filters let you capture your friend's misfires—and gets "Misfire" into our target's vernacular.
HQ Trivia—When you get a question wrong, that’s a misfire. But Burger King will throw you some good fire by giving you an extra life.
Minisite features all approved entries, & provides instructions on how to submit and win.
NBA—BK Misfire Instant Replay: When someone misfires, we remind the audience that they can always get good fire at Burger King.