Lonely King

BURGER KING: OPEN BRIEF (CONCEPT)
Digital Editorial
Milan
2023

UNIVERSITY: NABA, MILAN
MY ROLE: CREATIVE STRATEGIST Identifying problems, opportunities, strategic direction, target study, ideation, experience touchpoints, journey

OBJECTIVE

How can a brand create its own editorial platform and leverage it to strengthen its relationship with its customers segment?

CONTEXT

People are consuming more and more content online. Digital magazines and editorials are gaining popularity now more than ever.

PROBLEM

🍔 15.7 million people eat at Burger King every day. 46% of them eat alone.

TARGET INSIGHT

👩🏽‍🦰 Consumers eating alone are either binge-watching a show, or scrolling their social feeds.

OPPORTUNITY

🍟 Elevate the experience of this big target: solo eaters at BK by deliciously entertaining them.

THE IDEA

Lonely King
An editorial format website with delicious, snackable binge-worthy personised content, best enjoyed with coke and a burger.

EXPERIENCE

Crafting a digital editorial experience for Burger King that makes eating a burger alone exciting and juicy.

Using snackable and unique content formats such as swipeable cards, and short reel-style videos, Lonely King engages the viewer with content that is fun, engaging, and easy to consume alongside a burger.

With content buckets such as revenge chats, feel-good stories, and celebrity gossip video calls the viewers feel engrossed and less disconnected.

EXPERIENCE FLOW

1. Enter the Experience

Burger King eaters at the store and at home can activate the Lonely King editorial website through a QR code.

The QR code will be inserted as a flyer in their delivery and be placed on all the tables at Burger King branches.

2. Know Your Vibe

As you enter the website we create a fun and personised experience where visitors can choose their fave Burger King meal to get to know more about their personality and vibe.

Each Burger Vibe gives you a short shareable write-up about your personality and vibe.

What’s fun is the write-up is loaded with Burger King related puns and has a playful tone of voice.

As you scroll you see content crafted and linked to you burger vibe.

3. Explore Different Content Buckets

CONTENT: Feel-good stories, of real heroes

FORMAT: Swipable cards with bite sized headlines and illustrations

CONTENT: Beefy revenge stories

FORMAT: Facetime style videos and scrollable phone chats

CONTENT: In trend fashion & style statements

FORMAT: Interactive cards with images of style icons.

CONTENT: Juicy celebrity gossip nuggets