Global fast-food joint Burger King just launched a new campaign that challenges Whopper fans to unleash their creativity and craft the burger of their dreams using AI.
Unlike typical campaigns, "The Million Dollar Whopper Contest" breaks new ground by integrating AI technology to realize these imaginative concoctions.
The contest, boasting a grand prize of $1 million, invites fans to participate through a dedicated microsite where they can build their ultimate Whopper by selecting between three and eight toppings.
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Emphasizing the importance of quirkiness, participants are encouraged to think outside the box when selecting toppings for their dream Whopper.
Upon completion of their creations, an AI companion named "Grilliam" works its magic, generating downloadable images of the custom Whoppers along with personalized jingles and thematic backgrounds.
This innovative approach not only engages fans but also offers them a chance to leave their mark on Burger King's menu.
DesignRush gave the website a visit to create our very own South Korean-inspired Whopper burger. After selecting a patty and typing in the ingredients (cheddar cheese, gochujang mayo, iceberg lettuce and kimchi), we were given an AI-generated burger that accurately captured the prompt.
"The Million Dollar Whopper Contest" will fly three lucky finalists to Burger King headquarters, where they can refine their recipes before seeing them featured on menus in the U.S. for a limited time.
And of course, the ultimate winner will walk away with $1 million.
However, while the campaign allows for boundless creativity, visitors to the microsite must acknowledge the edibility of their customizations, with certain restrictions in place to maintain the integrity of the Whopper experience.
The campaign is developed in collaboration with creative agency Media.Monks and AI platform Stable Diffusion.
Editing by Katherine 'Makkie' Maclang