A burger wrapper that doubles as a ballot for fan recipes
Most menu contests end at a web form. Burger King put a voting QR code on the wrapper of each fan-invented Whopper, with $1M for the winner.
The branding lesson
Burger King picked three fan-invented Whoppers from more than a million entries: the Fried Pickle Ranch, Maple Bourbon BBQ and Mexican Street Corn. From November 14 to December 5, 2024, each sold in US restaurants with a QR code on its wrapper, and buyers scanned it to vote in the app, with $1 million for the winning creator.
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The psych of why it works
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