Burger King Brazil · 2022
As the product designer leading Burger King’s loyalty program and a specialist in gamification, I adapted the famous Shake & Win experience from Hungry Jack’s to the Brazilian market as part of a Black Friday campaign.
I worked alongside Bianca Kaczorowski, Loyalty Program Coordinator; Fernanda Souza, Product Owner; and Marcus Razuk, UI Designer. I was responsible for product design.
The Black Friday launch gave us a tight delivery window. Success depended on aligning multiple teams across the company—not just on what to launch, but on how their work would contribute to the campaign’s results.
There was no existing gamification framework or animation library to build on. We needed to define the game mechanics and motion approach within the available time, keeping the experience engaging and practical to implement.
My first step was to establish a plan and analyze gamification across Burger King’s digital experience, rather than treat the campaign as an isolated feature. I selected Yu-kai Chou’s Octalysis framework to understand which motivations the experience supported and where it could improve.
I identified stakeholders across the company and planned three workshops around their availability. The first focused on diagnosis: mapping the mechanics already in use, how they shaped the overall experience, and the opportunities to better support users’ motivations.
The second workshop brought teams together to generate ideas and surface each department’s business needs. The third focused on direction: reviewing those ideas, agreeing on priorities, and identifying quick wins alongside longer-term opportunities.
I brought the findings together into a gamification roadmap for the following months. The analysis gave stakeholders a shared view of the current experience, a clearer understanding of what to improve, and a plan connected to business goals.
Clube BK grew from 8.7 million registered members to 10.7 million in the fourth quarter of 2022. This is the loyalty program’s overall growth during the campaign period.1
Taca Fogo generated more than 2 million app downloads during Black Friday, according to coverage published by Exame’s Bússola platform.2
The campaign video reached 6.9 million views on YouTube.
ZAMP’s 2022 management report names Taca Fogo among the Burger King launches that helped drive sales and operational leverage, alongside the SpongeBob campaign and new menu items.1
The report also places the work within the company’s broader digital strategy: Clube BK ended the year with 10.7 million members and accounted for more than 30% of company revenue. These are program-wide results, with the campaign contributing to a larger effort across product, marketing, and technology.1
On March 24, 2023, Exame’s Bússola platform covered Clube BK’s second anniversary and highlighted Taca Fogo’s shake-to-win mechanic: customers shook their phones to receive exclusive offers, loyalty points, and free food.1
The article credited the Black Friday campaign with more than 2 million app downloads, describing an increase equivalent to 25% of the user base reported in ZAMP’s third-quarter 2022 figures.1
“Contributes to generating restaurant traffic and encourages use of the app.” — Igor Freitas, ZAMP’s vice president of technology, on Clube BK’s role in the digital strategy, quoted by Bússola (translated from Portuguese).1