Campaign of the Year: Burger King’s ‘Google Home of the Whopper’

With an estimated $135 million in earned media and a top creative award at Cannes Lions, the fast food chain’s device-hijacking stunt asked: What happens when an ad disrupts technology?

Burger King’s ‘Google Home of the Whopper’
ESTIMATED EARNED MEDIA:  $135 million 
CANNES LIONS AWARD:  Grand Prix for Direct
NUMBER OF PO’D WIKIPEDIA EDITORS:  9

Voice search through smart devices like Google Home is set to seriously disrupt the ad world in the coming years, with a recent Juniper Research report forecasting ad spend on voice-powered digital assistants will reach $19 billion by 2022. This year’s best campaign asks: What happens when an ad disrupts those technologies instead?

Burger King’s “Google Home of the Whopper,” made with the brand’s creative agency David Miami, commanded and held the attention of consumers and marketers alike back in April. The stunt became a catalyst for controversy, conversations around technology’s vulnerability and ultimately a lot of industry praise, snagging the Grand Prix in the Direct category at Cannes Lions and now Marketing Dive’s Campaign of the Year award.

Read more at Marketing Dive: https://www.marketingdive.com/news/campaign-of-the-year-burger-kings-google-home-of-the-whopper/510770/

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BURGER KING’S THE KING TO SHAVE HIS FACIAL HAIR FOR THE FIRST TIME IN HONOR OF MOVEMBER

It’s Nov. 1, which means some men are starting to grow those Movember mustaches to raise awareness of prostate cancer, testicular cancer and other men’s health issues.

Now, a mascot is getting in on the cause. Burger King’s The King “shaved” his ‘stache to grow what the burger chain is calling a “kingstache.” A video shared by the brand has some very Gillette-driven messaging as well, including a razor close-up and a voiceover that says “the best a king can get.”

According to Burger King this is the first time the king has shaved his facial hair, and he’ll have a profile on movember.com tracking the progress. Code and Theory is the main agency on this latest BK effort.

from Creativity-Online: http://creativity-online.com/work/burger-king-the-king-takes-on-movember-challenge/53162

BURGER KING WILL BRING YOUR WHOPPER BACK FROM THE DEAD FOR HALLOWEEN (PROVIDED YOU HAVE A RECEIPT)

Burger King is on a roll this Halloween (if you excuse the pun). In the U.S., it’s giving out free whoppers if you dress as a scary clown (in a stunt that follows its trolling of McDonald’s in Germany around the new “It” movie.) Meanwhile, in France, it’s also giving out free Whoppers, in a stunt by Buzzman called “Zombie Whopper.”

The idea is that you have proof of previous purchase of a Whopper, you can go to Burger King on Oct. 31 and bring it back from the dead (ie. get another one, but this time in zombie-themed packaging). There’s a spooky little film, seen here, flagging the promotion. Now, time to find out just how many BK customers actually keep their receipts …

from Creativity-Online: http://creativity-online.com/work/burger-king-france-zombie-whopper/53097

Campaign Trail: Super spooky Halloween marketing from Burger King, Fanta and Angry Birds

What is more terrifying — a creepy clown, taking an elevator ride with zombies or an Iron Maiden Angry Bird? Read on to find out as brands put a Halloween spin on tried-and-true marketing tactics by ramping up the scare factor to varying degrees.

Burger King brings out the (very creepy) clowns in Halloween dig at McDonald’s

The rundown: On Halloween night, select Burger King restaurant locations in the U.S. will give a free Whopper to customers who come in dressed as a clown from 7 p.m. to close, the company announced in a news release. The stunt was partially inspired by Google Trends data that show clowns are the third most sought-after Halloween costume idea this year.

However, the promotion — hitting Boston, Miami, Los Angeles, Austin and Salt Lake City — will be limited to the first 500 guests only. To drum up hype for the effort, Burger King released a 90-second spot on YouTube showing a man having some creepy, circus-themed encounters on a night bike ride. The chain is also encouraging fans to share their freaky getups with the hashtag  #ScaryClownNight on social media, tagging the official @BurgerKing account.

“We don’t usually talk about clowns,” Alex Macedo, Burger King’s North American president, said in a statement. “But for this Halloween, come dressed as a clown to eat like a king.”

       

The results: Who says great marketing needs to be subtle? Burger King’s clearly having a fun time clowning McDonald’s with a push that puts a spooky spin on the rival’s long-time brand mascot Ronald (the photo file shared in the news release even has a ‘Ronald’ tag in its URL).

This isn’t the first Halloween where BK’s turned up the heat on its competition. Last year, it covered a restaurant in Queens, New York, with a massive sheet as the “ghost” of McDonald’s, with a sign that read “Booooooo! Just kidding, we still flame grill our burgers. Happy Halloween.” The 2017 dig is even more on-trend, coming on the heels of the massively popular horror film “It,” which is centered around a familiar looking clown that terrorizes children in small-town Maine.

Plenty of people are sure to be putting on their best white makeup and rubber noses this season, per the Google Trends findings, meaning Burger King might actually drive some serious foot traffic on Oct. 31. It can also spin some timely user-generated content out of the #ScaryClownNight hashtag on social media. It’s not the only brand to take this approach to the holiday: Dunkin’ Donuts is running its own costume contest via Instagram.

—Peter Adams

Fanta’s scary elevator ride takes experiential marketing up a level

The rundown: Mall and amusement park visitors in the U.K. can take a scary four-minute elevator ride courtesy of Coca-Cola brand Fanta that leverages virtual reality, sound, lifelike rumbling and whooshes of air to create a 4-D experience simulating the scary things that happen on the way to a Halloween party after the elevator seemingly breaks down and stops at different floors. Those unable to visit the Westfield mall or Thorpe Park for “Fanta: The 13th Floor” can go online to experience a 360-degree video, which can be found on YouTube and the Fanta website. Online video and paid social are also being used to drive awareness.

 

from Marketing Dive: https://www.marketingdive.com/news/campaign-trail-super-spooky-halloween-marketing-from-burger-king-fanta-an/508269/

Burger King Will Give Free Whoppers to People Dressed as Clowns on Halloween

Burger King is turning Halloween into its own personal holiday—for tricking McDonald’s.

Last year’s “Scariest BK” stunt involved dressing up an entire Burger King location in Queens as the ghost of McDonald’s. This Halloween, BK is launching a broader stunt, also taking aim at McDonald’s, called #ScaryClownNight—in which it will welcome people dressed as clowns (as Ronald McDonald himself, or any clown) by giving them a free Whopper.

So apparently, while BK memorably warned us recently never to trust a clown, it does welcome everyone—even the costumed embodiment of its major nemesis.

BK is advertising the promotion with the spot below:

The offer will be valid next Tuesday, Oct. 31, from 7 p.m. to 3 a.m. at five locations only in the U.S.—in Boston, Miami, Los Angeles, Austin and Salt Lake City. Here are the specific locations:

• 259 Cochituate Rd, Framingham, Mass.
• 1101 Washington Ave, Miami Beach, Fla.
• 545 N Victory Blvd, Burbank, Calif.
• 3001 Montopolis Drive, Austin, Texas
• 3975 W 4700 S, Salt Lake City

It’s also limited to the first 500 guests wearing a clown costume only. And it’s not valid at the drive-through, so leave your clown car at home.

“We don’t usually talk about clowns,” Alex Macedo, president of North America for Burger King, said in a statement. “But for this Halloween, come dressed as a clown to eat like a king.”

The campaign was created by LOLA MullenLowe in Madrid. The spot was directed by Rodrigo Cortés. Along with the five U.S. locations, the campaign will also run in the U.K., Germany, Spain, Russia, Sweden, South Africa, Japan, Brazil and Argentina.

from AdWeek: http://www.adweek.com/brand-marketing/burger-king-will-give-free-whoppers-to-people-dressed-as-clowns-on-halloween/