Burger King was planning to release an entirely new category to their menu offerings: hot dogs. This launch would need to uniquely introduce “Grilled Dogs” as Burger King’s latest flame-grilled signature item and overcome the perception that BK is just for burgers. So it hired New York-based creative agency Code & Theory to develop an exciting marketing campaign.
But the project wouldn’t quite be business as usual. Burger King was interested in driving buzz around the new product by creating a grassroots social media conversation powered by Burger King’s greatest brand ambassador’s: The BK crew.