Create a simple, ownable, scalable, exciting, and surprising concept for an ongoing activity, game, promotion, or platform in which people can participate to win prizes or discounts in a fun way on the Burger King App all over the world. The top concept not only earns cash, but $500 worth of Whoppers, on us.

Fast food apps are everywhere these days, and they're all pretty much the same. "Buy five pizzas, get the sixth one free" or "earn 2 points for every dollar spent." They're cute and all, but they're pretty basic, and are they really fit... for a king? Nope. It's time to shake things up a bit, and Burger King is here to do just that. They're looking for big, bold, surprising concepts for an in-app activation that'll drive people to their app, and to their restaurants. 

The goal is to come up with a concept that is ownable, scalable, exciting, and surprising. When we say activation, we're talking about some kind of activity, game, or promotion that requires people to use the app in some way to participate, and when they do, they can earn prizes and discounts, or receive some other kind of benefit. Ultimately, we want more customers to sign up for the app, and visit Burger King restaurants. You'll find a few wide ranging examples of what we mean in the Background, so take a look at those, but don't let them restrict you creatively. Think outside the box here.

Burger King wants this to be a strong recurring platform - not a one-time deal - so it could be an "always-on" promotion, or you could even set it up as annual event. Either way, it has to feel really distinctive and ownable to Burger King, and it has to work across different countries. Obviously, the concept MUST utilize the Burger King app somehow. 

Apart from the general info above, check out the detailed guidance below, along with what's in the Background. And if it gets your creative juices flowing, then we're going to give you a Whopper. Actually, a ton of Whoppers. For this project, the top submission will earn a $500 Crown Card on us. 

For any questions or other project updates, check out the Project Forum.

KEY THINGS TO CONSIDER:

• Frequency & intensity are important factors. If you can find a way to ensure that people engage or participate more frequently (i.e. use the app more, or visit the restaurant more), that's appealing, so think about what drives someone to want to participate more. Are they continually entertained by the activation? Is there always a new surprise in store? Do they win even bigger prizes, or receive even better discounts by participating more? There are many ways to incentivize someone to keep coming back; the key thing is that your concept has one.
• Gamification can help. Your concept doesn't have to be an actual "game," but gamification means applying typical game play elements, like point scoring, skill challenges, competition with others, or clear rules of play. It can incentivize participation because it's often dynamic and interactive.
• It should also be easy to understand, and easy to participate in. If you have to do too much explaining, it's not going to work, and if it requires too much time or effort from customers, they won't participate.
  
• Think about the size and scale of discounts or prizes. This activation could involve anything from free milkshakes to mountain vacations or Mercedes, and it's important to think about how customers might earn bigger/better prizes.

KEY THINGS TO AVOID:

• Don't get stuck on "App Like a King." That's not an official title - it's just a good internal project name. While you're more than welcome to play on the word "King," or anything associated with Kings, royals, kingdoms, etc., if that's all you think about, you may come up short.
• This should not be a one-time promotion (e.g. "Get a free Whopper if you sign up!"). If it's not repeatable or scalable, it's a pass.
• There should be no "bad" surprises and the customer shouldn't "lose." They should always come away with something and have a positive experience, even if they're just receiving "part" of something larger. 
• This should not just involve receiving a free item for signing up or logging in. It has to leverage the app in an interesting way.
• Avoid complicated high-tech requirements, like virtually reality or "pin-point GPS delivery anywhere."
• Avoid targeting "niche" audiences (e.g. only people who are travelling)

FOR YOUR SUBMISSION: We'll want to see at least a good title for the activation, with a concept that makes the activation mechanic clear. However, we're optionally allowing you to include some additional information about example situations, example prizes, example partners, or just some additional context. 

TARGET AUDIENCE: Fast-food guests

TONE/FEEL: Tonally, think playful, bold, intriguing, unexpected - but still a little laid back. Burger King is welcoming, confident, and irreverent, and they value being perceived as challengers, with authenticity, empathy, generosity, and diversity.

HELPFUL APP ACTIVATION REFERENCES:

• Uno (Hungry Jacks): This leverages the classic UNO card game, giving customers the chance to peel off and reveal UNO game cards on eligible products (medium and large meals) for a 1 in 3 chance to win food and other prizes instantly. Customers can win by matching specific UNO cards when they peel, and they can peel high value or wild cards for a chance at cash prizing. Customers who don't win instantly can even submit their UNO card entry for a chance to win in the second chance draw. 
• Burger Mystere (Burger King): In this promotion, customers using the Burger King app can purchase a "Mystery Burger" out of 8 available burgers, at a heavily discounted price (just €3). When they purchase the burger, they literally don't know what they're getting until they open the box—and it's the combination of a surprise and a discount that makes the promotion so fun, and gets people to BOTH use the app, and head to a Burger King location. This example's a bit simpler than what we're looking for, and we want something that can scale up more, but it's still compelling.
• King de la Baraja (Burger King): This activation, "The King of the Deck," allows Burger King's customers to collect game pieces with every Burger King purchase - in the form of a playing card from a deck of cards - and they can use them to earn discounts, or win all sorts of prizes, big and small. The size of the promotion has always had appeal here (e.g. you can win a car), but success came because each individual card brought its own potential for a win, and each individual card had unique branding and fun graphic design.
• Roll Up to Win (Tim Horton’s): This promotion started over 35 years ago, when customers were asked to "roll up the rim" of their cups to find prizes. Now, it's run entirely through the app, and customers can earn one or more "rolls" with each eligible purchase to  win different prizes or discounts. It's similar in many ways to the McDonalds Monopoly game, but much simpler.
• Roulette Royale (Burger King): In this simpler promotion, customers play “Wheel of Fortune” on the BK App and win prizes (discounted product, free burger, loyalty points, free food for a year) to use in Burger King Stores.

BURGER KING BRAND POSITIONING: This may not be relevant to your concept, but we thought it'd be helpful to share anyway, just in case. 

• Burger King offers flame-grilling burgers since 1954. Fire is in the heart of Burger King. 
• The fire brings out the best in food. It differentiates Burger King and brings unique taste to life because flame grilled tastes better.
• The fire inside brings taste to life. Fire also fuels Burger King’s MINDSET of NEVER CONFORMING and challenging the status quo.

In order to be considered, include the below in your submission.

• ACTIVATION TITLE (REQUIRED): Give this baby a good title, using up to 50 characters. Make it catchy, fun, and memorable. 
  
  
• CONCEPT (REQUIRED): Tell us your Concept using up to 500 characters. Remember, a concept is not necessary a full breakdown or detailed script - it is a spark of inspiration or distillation of what will happen when your concept is brought to life. As always, concepts should be clever and engaging.
  
  
• ADDITIONAL CONTEXT (Optional): If you feel the mechanism or platform behind your activation Concept requires additional context for clarity, in the form of customer usage examples or rules, feel free to use up to 1000 characters to elaborate. Note though that we'll be evaluating based on the main Concept (above) that you're submitting.

• HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video, or marketing activation that you think makes for a helpful reference? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.

Four concept submissions will be selected and receive $600 each, and one winning concept will also be selected to receive a single $500 BK Crown Card, provided by Tongal (see Crown Card Terms), which, of course, you can use to buy more than just a few dozen Whoppers. 

Five additional concept submissions will be selected for Honorable Mentions and will receive $50 each. Submissions selected for Honorable Mention will not be used by the client, and not all submissions identified as Finalists will receive an Honorable Mention.

Should your submission be selected, you must complete the Winner Affidavit and IP Assignment forms in order to receive payment. All submitters will also receive an automated email notification when a selection has been announced. To ensure that you’re receiving project updates, review your email settings to check that you haven't unsubscribed. If you happen to live in a country where the Crown Card is not available, a Tongal producer will reach out to you to discuss an alternative.

1. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
4. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Limit 5 submissions per member.
   
   
7. You must be at least thirteen (13) years or old to enter.
   
   
8. The Sponsor reserves the right to repost the contest at their discretion.
   
   
9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.