Burger King
Burgerman
Augmented reality minigame on Burger King Brazil's Instagram, in 2019, that turned followers into 'Burgerman' to play with their heads and engage with the brand.
Pac-Man became Burgerman on BK's Instagram
In 2019, we created an augmented reality filter-game on Instagram for Burger King Brazil: by moving their head, users controlled the 'Burgerman' and collected burgers and fries in a maze with arcade vibes, right in the Stories. I assumed that 20DASH was responsible for developing the effect.
The minigame was published on the @burgerkingbrasil profile at a time when Instagram had just released AR effects for brands, providing organic traction for the fun. I assumed the activation accompanied the launch campaign for the Mega Stacker Hash Fries sandwich, released on July 2, 2019, to join the conversation about 'fries inside the burger.' The references below confirm the Burgerman effect and the product launch during that period.