The Burger King microsite was concepted to create an online community of "People on Fire", that is people with passion & temperament.
Anyone could place his "Fire statement", e.g. "i’m on fire ‘cause i fight for my dreams!" on this website, in combination with a short personal profile, nickname & portrait. All those personal "Fire profiles" were to be printed on matchboxes and handed out to all Burger King customers.
Via short message and an online voting tool all registered users could interact with each other and give votings like "Hot" or "Not"…