Burger King explains the confusing 'Net Neutrality' process by making people wait longer for Whoppers

On the heels of its brilliant anti-bullying spot last year, Burger King has found another cause it can get behind, and promote with a clever in-store stunt—net neutrality.
Net neutrality is a complicated topic to explain, which is where Burger King came in with a meaty metaphor. It set up a social experiment at a BK location—with a hidden-camera setup not unlike that of the anti-bullying spot—and taught Whopper buyers a memorable lesson. In the video below, see how real customers reacted to being charged more for the same quick-serve Whopper—or, for the regular price, having to wait longer for a Whopper as BK employees intentionally, and seemingly pointlessly, slow down their service.
In December, you’ll recall, the FCC repealed net neutrality rules that regulated businesses that provide internet access to consumers—opening the door for broadband providers to potentially charge more for better internet speed or higher-quality service.
David Miami, the agency behind so many clever BK campaigns in recent years, made the new spot. It’s very different than the “Bullying Jr.” PSA, but in some ways works similarly.
In place of the more emotional and poignant ending of that earlier spot, here we get a more plainly hostile vibe from the patrons—which fits the issue at hand better. If you were served a mashed-up burger, you’d be mostly confused; if you’re openly denied good service, you’d probably get annoyed pretty quickly.
There’s plenty of cursing in between the baffled looks; a few patrons even make a move to snatch their Whopper away from the BK employees. There’s a dose of “Whopper Freakout” in here, and you get the sense that the stunt could easily have turned violent—thankfully, it didn’t.
The pricing board that they showed customers is great, too—with MBPS, referring to megabits per second in webspeak, changed to mean “making burgers per second.”
[youtube width=”300px” height=”200px”]ltzy5vRmN8Q[/youtube]
Via: AdWeek

Burger King France gifts loyal customer his own restaurant

Sullyvan is one of Burger King France’s most loyal and socially active customers. He frequently visits the Burger King Bordeaux Mérignac outlet, and has posted the most comments on the brand’s Facebook page (637 so far).
To thank him, the brand decided to offer him the biggest gift they could imagine: his own Burger King restaurant. It took 35 workmen and more than one kilometre of material to wrap it in one night.
Inside the restaurant, which is entitled “Home of Sullyvan K.”, everything was changed. He has his own parking spot, his own golden tray, his own table and even his own Whopper packaging. More importantly, he now gets to eat for free at his Burger King for a whole year.
From 19 December, the individual who writes the most comments under Sullyvan’s video will win one year of free Burger King meals. The stunt has already proven popular; there were more than 40,000 comments a few hours after launching.
[youtube width=”300px” height=”200px”]zqY0OSIXuts[/youtube]
Via: Marketing Week

Burger King launches World Literacy month with 'gibberish' menu

To mark World Literacy Month, Code and Theory created a campaign for Burger King that highlights the fact that according to the World Literacy Foundation, one out of five people – 20 percent of the global population – can’t read or write.
The campaign saw the chain post menus written in gibberish at one of its drive-thru restaurants in the U.S. to show the other approximately 80 percent what it feels like to be illiterate.
The social campaign will also feature Facebook and Instagram posts written in foreign languages that fans can “translate” through Facebook’s auto translation tool to reveal messages in English about the power of literacy and education.
The project was commissioned by the Burger King McLamore Foundation, which works globally to help literacy initiatives.
[youtube width=”300px” height=”200px”]b_7q4vcXva8[/youtube]
Via: Code and Theory

Burger King in Russia launches temperature-activated OOH campaign

Posterscope Russia and Vizeum launched an innovation OOH campaign for fast food client Burger King. At the heart of the campaign was the insight that food consumption depends on weather conditions: when it’s cold there is a preference for hot and hearty food but in the heat…cool and easy fare was desired.
Traditionally outdoor advertising does not allow for quick adaption of copy so the project team at Posterscope looked to provide a technical solution.  The campaign in Moscow involved 43 digital screens, located in proximity to Burger King Restaurants, fitted with innovative technology which allowed for weather-activated advertising.    When the temperature reached over 25 degrees the screens broadcast milkshake creative, when the temperature was low, images of hot food was served.
“It is a new format in the capital’s outdoor advertising landscape. Ultimately, the use of technology increases the efficiency of the advertising campaign: the consumer is delivered the message that really meets their needs here and now “, – said Mikhail Nesterov, head of the planning advertising media Vizeum.

Burger King runs weather activated DOOH campaign

Through analysing 3 years of Burger King ice-cream sales data, it was established that when the temperature reaches 20 degrees this results in an ice cream sales uplift. Utilising the Liveposter platform and a live weather trigger allowed Posterscope to switch copy in real time from a “cold creative” to a “hot creative”. In addition Liveposter also enabled Burger King to display dynamic real time content referencing, for example, the local temperature, the location of each site and reference the time of day.  The campaign ran through July-September across London Digital 6sheets, Roadside 48sheets and Mall D6s.

Portfolio Items