Restaurant Brands International

MullenLowe U.S. *Lead Agency

Attention is an endangered species; it’s nearly impossible to stand out in hyper-fragmented media environments. Declining in attention and visitation among a 18-24 y/o target, Burger King tasked asked for help. Our goal was simple: Make Burger King loved and talked about online. We discovered a vast ocean of intermixed subcultures within our audience, then developed a theory: Celebrate and support niche interests and we’ll generate feelings of validation, acceptance, and, ultimately, brand love. We created an engine for content creation, and the results were beyond anything we could imagine.