The reason they are calling it, "Whatever, USA" is this contest is part of the "Up For Whatever" campaign. Another event in this campaign was the Superbowl comm

The reason they are calling it, "Whatever, USA" is this contest is part of the "Up For Whatever" campaign. Another event in this campaign was the Superbowl commercial where they take a guy out for "the night of his life", after agreeing to someone asking him if he, "was up for whatever happens next". I understand the negative and dismissive feeling "whatever" conveys, though it makes sense in the context of the campaign.