Burger King
Burger King: Shake and Win
Business Intelligence·Copywriting·Strategy & Planning·UI/UX Design
Project Scope
In today’s highly competitive quick-service restaurant (QSR) market, successful Black Friday campaigns require far more than aggressive discounts. Brands must create memorable digital experiences that capture attention, drive customer engagement, increase app adoption, and convert interactions into measurable sales.
Recognizing this opportunity, Burger King Brazil partnered with The King Working to develop an innovative Black Friday activation capable of standing out in one of the most crowded promotional periods of the year.
The challenge was clear: create a campaign that would not only generate awareness and increase mobile app engagement but also strengthen customer loyalty, encourage repeat interactions, and drive in-store and digital conversions. The solution was “Shake & In”, a gamified mobile marketing experience designed to transform a simple action into an engaging brand interaction.
Through an intuitive and interactive mechanic, users were invited to shake their smartphones within the Burger King app to unlock exclusive Black Friday offers, rewards, and promotions. What began as a playful mobile experience quickly evolved into a viral digital activation, encouraging participation, social sharing, and repeated engagement throughout the campaign period.
By combining gamification, mobile technology, user experience design, and performance-driven marketing, The King Working helped transform the Burger King app into one of the most engaging digital platforms during the Black Friday season. The campaign successfully converted passive users into active participants, increased app interaction rates, strengthened brand engagement, and created a memorable customer experience that connected entertainment with commerce.
The result was a powerful example of how innovative digital marketing, customer-centric technology, and gamified experiences can elevate promotional campaigns beyond discounts, generating stronger brand affinity, higher engagement levels, and measurable business impact.
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The campaign delivered exceptional results, becoming one of the most impactful Black Friday activations in Burger King Brazil’s history. By combining gamification, mobile engagement, and performance-driven digital strategy, the initiative generated more than R$1 billion in revenue, drove record-breaking levels of app engagement, and created significant brand visibility across digital channels and social media.
The King Working played a central role in the campaign’s success, leading the UX/UI design, customer experience strategy, front-end application integration, creative concept development, and performance planning. Every interaction was carefully designed to maximize user engagement, encourage participation, and create a seamless journey from discovery to conversion.
Through a data-driven approach and a strong focus on mobile user behavior, our team transformed a simple promotional mechanic into a highly engaging digital experience that increased app usage, strengthened customer loyalty, and amplified brand awareness during one of the most competitive retail periods of the year.
The success of “Shake & In” demonstrated how strategic UX design, innovative technology, gamified marketing, and conversion-focused execution can turn a seasonal promotion into a large-scale digital growth engine. The campaign not only exceeded commercial expectations but also reinforced Burger King’s position as an innovative and customer-centric brand in the quick-service restaurant industry.
From Idea to Execution: A Gamified Digital Ecosystem
To stand out during one of the most competitive retail periods of the year, Burger King Brazil needed more than a traditional promotional campaign. The brand required a bold, technology-driven experience capable of generating nationwide engagement, increasing mobile app adoption, driving customer participation, and transforming Black Friday into a memorable digital event.
Working closely with Burger King’s marketing and technology teams, The King Working helped conceptualize and execute “Shake & In”, an innovative gamified mobile campaign that invited users to open the Burger King app, shake their smartphones, and instantly unlock exclusive rewards. Prizes ranged from free products, including the iconic Whopper®, to limited-time combo offers and special Black Friday promotions, creating an exciting and unpredictable experience that encouraged repeated participation.
The project began with a comprehensive customer journey mapping process. Our strategy focused on creating a frictionless user experience that would maximize engagement while delivering immediate gratification. Every stage of the interaction was carefully designed to reduce abandonment, encourage repeated app usage, and create a seamless path from participation to redemption.
Our UX/UI design team developed a dynamic and visually engaging mobile experience featuring intuitive navigation, interactive animations, reward reveal moments, and high-impact micro-interactions. Each screen was optimized for mobile-first behavior, ensuring fast performance, accessibility, and a user experience aligned with Burger King’s bold and playful brand personality.
From a technology perspective, The King Working collaborated closely with Burger King’s development teams to implement the campaign’s core functionality. The shake-detection mechanism was integrated into the application with real-time responsiveness, enabling users to instantly trigger reward experiences through a natural mobile gesture. Behind the scenes, sophisticated business logic controlled reward distribution, promotional rules, inventory management, participation frequency, and campaign availability windows, ensuring both operational efficiency and commercial sustainability at scale.
To strengthen the campaign’s market presence, our creative team developed the visual identity, campaign assets, motion design elements, and animated content that brought the “Shake & In” concept to life. The visual language translated the energy, excitement, and spontaneity of the shaking mechanic into a compelling digital experience that resonated with consumers while maintaining complete alignment with Burger King’s brand positioning.
Beyond the application experience itself, The King Working supported the campaign’s growth through performance-focused creative execution. We delivered a comprehensive suite of digital assets for paid media campaigns, social media advertising, influencer activations, app store optimization, and customer acquisition initiatives. The communication strategy centered around a simple yet powerful message: Shake. Win. Enjoy.
Executed within an accelerated timeline and a high-performance environment, the project successfully balanced creativity, technology, user experience, and business objectives. The result was a nationally recognized digital activation that increased app engagement, amplified brand awareness, strengthened customer loyalty, and demonstrated how gamification and mobile innovation can transform promotional campaigns into powerful growth engines.
