Gamers the world over agree there’s nothing more annoying than glitches, when the game does unexpected things due to coding errors. But what happens if you embrace glitches and turn them into something good? That's what Burger King and DAVID did with Burger Glitch.

To appeal to gamers, Burger King placed glitches in its own app, inviting users to find them, with a reward for doing so. The promise of rewards for finding hidden glitches not only compelled people to download the chain’s mobile app, but also to explore and familiarise themselves with its loyalty features The coupons gamified the reward experience, pushing the user to make a purchase and potentially encourage future app use.

Self-service kiosks in all Burger King stores were ‘glitched’, as well as outdoor advertising in several Brazilian cities.

To tie the real world to the virtual one, Burger King produced ‘glitched’ versions of its own burgers, for example with too many patties or extra ingredients. These ‘glitched’ menu items were passed around in stores and delivered to major Brazilian game streamers.

The gaming world went crazy for the concept, taking Burger King to a whole new level.