"Who says one site can't be all things to all people? Being able to dial-down the elements you don't want and dial-up those you do, lets BK.com do just that; visitors can go from brand site, to marketing site to corporate site just by twisting some virtual knobs. It's an inspired solution for catering to multiple user groups with a single Web presence." —juror Rachel Pasqua
"You've invested millions on microsites and interactive content, now what do you do when you realize you never had a unified strategy? This site turns an afterthought into a strategy with simple, clean, fun interaction design that rewards visitors with what they're most interested in." —juror Glen Sheehan
Overview: Created so that superfans could easily find and enjoy the content they love, BK.com isn't a Web site in the traditional sense. With a completely new look and feel that reflects the Burger King brand aesthetic and attitude, this consumer-friendly portal embodies the Have It Your Way brand promise with customizable functionality. It's more of a virtual toybox with a homepage that lets visitors select the type of information they want to see each time they return by moving sliders for three main categories: Food (product innovation and nutritional information), Fun (the latest ads, television parodies and user-generated content) and King (all things King-related).
• BK.com was an enormous undertaking that took eight months and fifteen developers, producers, designers, writers and account people working nearly full-time on the project.
• A Build a Meal menu allows users to compile individual menu items for a nutritional snapshot of their favorite Burger King meal.
• The site launched July 20, 2009. According to Google Analytics, between August 1, 2009 and November 15, 2009, there were 4,013,849 visits from 3,553,598 unique visitors.
Comments by Crispin Porter + Bogusky:
How did this project compare with others you've worked on in the past? "This was a unique endeavor in that we wanted to strengthen Burger King’s digital presence using their digital home. The objective was to present BK.com as a friend who guides users through the BK digital ecosystem, allowing them to consume and contribute their way.
"The site is predominantly about two things: customization and content. Instead of employing the usual navigation tools, BK.com allows users to interact with sliders to dial up or down the type of content they're looking for. So if all they want is to find Whopper nutritional information, they'd dial up the Food slider. If they're looking for Simpsonize Me, they'd dial up the Fun slider. It allows people to enjoy the site their way while it aggregates the best of Burger King Corp.'s original content from successful microsites (2004's SubservientChicken.com and 2007's Simpsonizeme.com), that still attract considerable Web traffic, to bold advertising creative."