A competition to honor Burger King’s most loyal fans by making their version of Burger King restaurant inside of Minecraft come to life
Role:
Art Director
Copywriter
Partner: Nicole Costa
Art Director
Copywriter
Burger King Biome
Craft It Your Way
CONTEXT:
We noticed Minecraft fans love building their own versions of Burger King inside the game — and we were honored!
INSIGHT:
For gamers, “having it your way” means more than customizing a burger — it means creating customized worlds where dreams and reality merge.
IDEA:
It’s all about honoring every player’s unique vision of what a Burger King restaurant can be. It begins in local BK restaurants, where fans connect to Burger King’s WiFi to start building and enter the competition. We then expand the challenge to everyone at home, opening the door for more players to join in. The best restaurant build wins, and the design is transformed into reality at PAX — proving gamer worlds matter far beyond the screen.
phase 1
social media stories
social media post
OOH'S
Placed at eye-level in gamer-heavy neighborhoods, campuses, retail hubs, and movie theaters to maximize QR scans.
phase 2
LAUNCH ACTIVATION (1):
ENTER TO WIN ON OUR BK WIFI
Gamers gather IRL at Burger King! On the same Wi-Fi, they can see each other in Minecraft while masterminding their designs. Participants can enter to win — and cash in a free drink coupon along the way.
LAUNCH ACTIVATION (2):
Not only will we have an IRL activation, to reach a broader audience, Burger King will create a server where users will be able to connect from the comfort of their home and still be able to enter this competition
phase 3
POST LAUNCH ACTIVATION:
WINNING BUILD IRL AT PAX
As the grand finale of the BK Biome campaign, Burger King brings the winning Minecraft buildout to life at PAX. This IRL installation transforms the fan’s digital creation into a full-scale, pixelated Burger King restaurant. Pictured here at PAX West in Seattle, the pop-up takes over the convention center lobby, immersing fans in a kingdom where their creativity shapes the real world.
POST LAUNCH ACTIVATION:
STEP INSIDE THE BK BIOME
Order BK classics, game in recessed stations, or sink into cube-shaped booths. For the first time, “Have It Your Way” means bridging imagination and reality.