Whopper Island by Burger King
In the middle of the Indian Ocean lies a remote volcanic island with a curious name: McDonald Island. For a brand that prides itself on flame-grilled flavor, Burger King saw this as an opportunity too good to pass up. With “Whopper Island”, Burger King Brazil launched a cheeky campaign to rename the island—because if there’s real fire, it should belong to the Whopper, not the Golden Arches.
Campaign Overview
“Whopper Island” launched in early 2024. The campaign centered around McDonald Island, a real, uninhabited volcanic island between Madagascar and Antarctica. Burger King argued that a place with actual fire should be named after the Whopper, not its fried rival.
Fans were invited to visit the island’s coordinates on Google Maps and leave comments with the hashtag #IlhaWhopper (“Whopper Island” in Portuguese). Participants received discount coupons for Whoppers, turning digital engagement into real-world rewards.
Campaign Objective
Burger King aimed to:
Reignite its iconic rivalry with McDonald’s in a fresh, unexpected way
Reinforce its flame-grilled brand identity through a literal volcanic metaphor
Drive digital engagement and social media participation
Reward fans for joining the brand’s playful rebellion
The goal was to turn a real-world location into a symbolic brand battleground—and let fans be part of the takeover.
Execution
Mockumentary Launch Film: A tongue-in-cheek video narrated in a David Attenborough-style voice introduced the island and Burger King’s mission to reclaim it.
Google Maps Activation: Fans were directed to the island’s coordinates (53º04’35.69″S 73º30’49.18″E) to leave comments renaming it “Whopper Island.”
Coupon Rewards: Participants who joined the renaming effort received Whopper discount codes.
Social Media Buzz: The hashtag #IlhaWhopper trended across platforms, with fans sharing screenshots and reactions.
Symbolic Delivery: Burger King even staged a “delivery” of Whoppers to the island’s only authorized personnel—adding a layer of absurdity and commitment.
Brand Impact
“Whopper Island” positioned Burger King as a fearless, globally aware provocateur. It resonated with fans who love playful rebellion and rewarded them for participating. The campaign also reinforced Burger King’s flame-grilled identity in a literal, unforgettable way.
Results
Whopper Island by Burger King transformed a real location into a virtual fan movement — a tropical rebellion against bland marketing. The campaign inspired thousands of Google Maps comments tagged with #IlhaWhopper, turning digital geography into a stage for brand fandom.
It achieved high engagement across Brazil and gained traction in international media, being featured in Ads of the World, Campaign Middle East, and Eslogan Magazine. The initiative led to a notable lift in Whopper sales and digital coupon redemptions, while strengthening Burger King’s image as a bold, culturally savvy brand that thrives on playful disruption.
Lessons Learned
“Whopper Island” teaches us that geography can be branding. The campaign also shows the power of symbolic storytelling—when you own the metaphor, you own the moment. And finally, it proves that brand rivalry can be a playground, not just a battleground.
