Twi Hard

It was the year 2010, microsites were all the rage and Burger King partnered with the Twilight franchise to create a promotional instant-win game.

After collecting gamepieces from their meal, die-hard Twilight fans (aka 'Twi-Hards') had their Facebook profiles analyzed for keywords to determine if they were more “Team Jacob” or “Team Edward.” The more gamepieces they collected, the more behind-the-scenes content they could unlock.