Burger King Glow Up
Prize(s):
WINNER 2026 Multimedia Design / Mobile & Web Application Design
School / University Name:Vega School
Lead Designer(s) Name(s):Darren Meltz
Design Team / Other designer(s):Daniel Kartun, Sabrina Strydom, Kyle Pather & Erin Kay Pearson
Professor Name(s):Darren Meltz, Farrell West, Christiaan Graaff
Project Location:South Africa
Design Status:Concept
Video URL:View
Project Description:
In South Africa, loadshedding disrupts millions of lives daily, leaving people in darkness and frustration. Burger King’s Glow Up campaign turns this challenge into an opportunity to brighten the moment. Using geo-location and Eskom power schedules, the BK app transforms into a special “dark mode” that only activates when a blackout strikes, giving users access to exclusive features, including a secret menu of glow-in-the-dark burgers and a Loadshedding Survival Kit. The campaign blends creativity, tech and convenience: the app runs on South Africa’s data-free server to ensure uninterrupted access, while delivery drivers arrive in glowing uniforms with illuminated packaging, bringing literal light to customers’ homes. A live loadshedding tracker helps users navigate outages, turning moments of frustration into playful exploration and delight. Glow Up transforms darkness into celebration, offering South Africans a reason to smile, order and engage with Burger King during power cuts. It’s an inventive, interactive way to turn a nationwide challenge into a memorable brand experience that literally lights up the night.
In South Africa, loadshedding disrupts millions of lives daily, leaving people in darkness and frustration. Burger King’s Glow Up campaign turns this challenge into an opportunity to brighten the moment. Using geo-location and Eskom power schedules, the BK app transforms into a special “dark mode” that only activates when a blackout strikes, giving users access to exclusive features, including a secret menu of glow-in-the-dark burgers and a Loadshedding Survival Kit. The campaign blends creativity, tech and convenience: the app runs on South Africa’s data-free server to ensure uninterrupted access, while delivery drivers arrive in glowing uniforms with illuminated packaging, bringing literal light to customers’ homes. A live loadshedding tracker helps users navigate outages, turning moments of frustration into playful exploration and delight. Glow Up transforms darkness into celebration, offering South Africans a reason to smile, order and engage with Burger King during power cuts. It’s an inventive, interactive way to turn a nationwide challenge into a memorable brand experience that literally lights up the night.
Project Innovation / Specification:
Glow Up redefines how a brand can turn a national challenge into an interactive experience. Instead of passively promoting products, Burger King transformed its app into a dynamic platform that responds in real time to loadshedding. Using geo-location and Eskom power schedules, the app automatically switches to a hidden “dark mode” when power goes out, unlocking secret menu items, glow-in-the-dark burgers and the Loadshedding Survival Kit. The campaign merges digital innovation with experiential design. Data-free access ensures users can engage even during blackouts, while live delivery tracking and a glow-themed interface enhance usability and excitement. Delivery drivers and packaging were visually transformed to extend the glow-up experience into the real world, making the campaign immersive from app to doorstep. By combining technology, timing, gamification and playful storytelling, Glow Up turns a frustrating reality into a moment of delight, creating a first-of-its-kind interactive, blackout-triggered experience that is both functional and memorable.
Glow Up redefines how a brand can turn a national challenge into an interactive experience. Instead of passively promoting products, Burger King transformed its app into a dynamic platform that responds in real time to loadshedding. Using geo-location and Eskom power schedules, the app automatically switches to a hidden “dark mode” when power goes out, unlocking secret menu items, glow-in-the-dark burgers and the Loadshedding Survival Kit. The campaign merges digital innovation with experiential design. Data-free access ensures users can engage even during blackouts, while live delivery tracking and a glow-themed interface enhance usability and excitement. Delivery drivers and packaging were visually transformed to extend the glow-up experience into the real world, making the campaign immersive from app to doorstep. By combining technology, timing, gamification and playful storytelling, Glow Up turns a frustrating reality into a moment of delight, creating a first-of-its-kind interactive, blackout-triggered experience that is both functional and memorable.
Project Sustainability Approach:
Glow Up was designed as a scalable, long-term solution to engage South Africans during loadshedding. The app’s dark-mode feature and secret menu can be updated with new content, menu items, or interactive features each time blackouts occur, keeping the experience fresh and relevant. By integrating data-free access, geo-location triggers, and live loadshedding tracking, the platform ensures consistent usability and ongoing engagement, even in challenging conditions. The campaign also reinforces Burger King’s brand presence by creating a positive association with moments of frustration, turning outages into interactive opportunities. Through repeatable digital features, adaptable content, and immersive delivery experiences, Glow Up establishes a sustainable framework that can evolve with South Africa’s power landscape while continuing to delight, serve, and engage consumers.
Glow Up was designed as a scalable, long-term solution to engage South Africans during loadshedding. The app’s dark-mode feature and secret menu can be updated with new content, menu items, or interactive features each time blackouts occur, keeping the experience fresh and relevant. By integrating data-free access, geo-location triggers, and live loadshedding tracking, the platform ensures consistent usability and ongoing engagement, even in challenging conditions. The campaign also reinforces Burger King’s brand presence by creating a positive association with moments of frustration, turning outages into interactive opportunities. Through repeatable digital features, adaptable content, and immersive delivery experiences, Glow Up establishes a sustainable framework that can evolve with South Africa’s power landscape while continuing to delight, serve, and engage consumers.
Local and Regional Impacts of the Project:
Glow Up gives South Africans a reason to smile during the daily challenge of loadshedding, turning frustration into fun and engagement. By providing exclusive app features, secret menu items and real-time blackout tracking, the campaign improves accessibility, convenience and enjoyment for local consumers in affected areas. Regionally, the campaign sets a benchmark for how brands can respond creatively to widespread infrastructure challenges. It demonstrates the power of real-time, context-driven digital engagement and experiential delivery, inspiring other companies in South Africa and the broader region to create innovative solutions that turn everyday obstacles into memorable, positive brand experiences.
Glow Up gives South Africans a reason to smile during the daily challenge of loadshedding, turning frustration into fun and engagement. By providing exclusive app features, secret menu items and real-time blackout tracking, the campaign improves accessibility, convenience and enjoyment for local consumers in affected areas. Regionally, the campaign sets a benchmark for how brands can respond creatively to widespread infrastructure challenges. It demonstrates the power of real-time, context-driven digital engagement and experiential delivery, inspiring other companies in South Africa and the broader region to create innovative solutions that turn everyday obstacles into memorable, positive brand experiences.
