BURGER KING

Burger King Puerto Rico wanted to surprise and engage their fans by unlocking a secret menu hidden in plain sight.

We created an augmented reality experience that turned every BK logo into a portal revealing exclusive, crazy, and delicious secret menu items, accessible simply by scanning the logo with a smartphone camera, no app needed. To spark authentic discovery, we seeded TikTok with videos of real people uncovering these hidden items, turning initial skepticism into a viral frenzy. Fans eagerly shared their finds, complete with secret codes to order the exclusive products, driving massive engagement and redefining Burger King’s social and direct marketing.

CLIENT: Burger King Puerto Rico

SCOPE: Digital Copywriting, Social Seeding, Video Content, Audience Insights

TEAM: Paola Carolina Hernández, Victor H. Zayas, Alejandro Díaz + Burger King’s in-house team

Agency: De la Cruz/ Ogilvy

YEAR: 2019

AWARDS

• Cuspide 2020–2021 — Advertiser of the Year / Secret Menu / Burger King / De la Cruz, Ogilvy

• Cuspide 2020–2021 — Silver / Direct Response / Use of Direct Marketing / Digital & Social Media / Secret Menu / Burger King / De la Cruz, Ogilvy

• Cuspide 2020–2021 — Bronze / Direct Response / Use of Direct Marketing / Field Activations / Secret Menu / Burger King / De la Cruz, Ogilvy

• Cuspide 2020–2021 — Bronze / Mobile Advertising / Technology / Secret Menu / Burger King / De la Cruz, Ogilvy

• Cuspide 2020–2021 — Bronze / Mobile / Social / Engagement, Community Management / Secret Menu / Burger King / De la Cruz, Ogilvy

• Cuspide 2020–2021 — Bronze / Promo & Activation / Digital Promotion / Secret Menu / Burger King / De la Cruz, Ogilvy

• Cuspide 2020–2021 — Shortlist / Outdoor / Corporate Institutional / Digital Screen Formats / Secret Menu / Burger King / De la Cruz, Ogilvy