Pre-rolls on YouTube are considered as one of the most annoying things on the internet. Its a fact that even Burger King acknowledges, even though they profit enormously from them.
So for their campaign in New Zealand they decided to take a slightly different approach. They created 64 videos that made fun of the annoying pre-rolls and then tailored it to the video that was about to be watched.
Handing out your competitors product for free may sound like marketing suicide, but Burger King Norway did exactly just that in order to further social engagement with their fans.
On noticing that some of its 38,000 Facebook fans weren’t real fans. They decided to find out exactly how many of them were “true” fans by offering them a Big Mac from McDonalds to go away. From the 38.000 fans, Burger King lost 30.000 and with their new dedicated fan base of 8.000, they received 5x higher engagement.
Stare at a picture of a Whopper long enough and you’ll win one. That’s the premise of the new interactive TV campaign created by CP+B for Burger King. This seemingly endless interactive TV ad, actually was an entire dedicated TV channel on Direct TV channel 111. And for one week they gave away an unlimited number of Whoppers!
To win, one had to tune in and activate the Whopper Lust challenge…a 5 minute countdown would then start and you would have to watch a perfectly flamed grilled burger spin for 5 minutes. After which you would get a free burger, watch it for another 10 minutes and you would get two, 20 minutes and you get four…it was endless! 🙂
The catch however was, that during these minutes the TV would every now and then prompt you to hit various buttons on your remote. Miss one, and the clock would re-start, and you would loose that burger. Complete the challenge and you could claim the free burger right there on the TV. Simple, but powerfully engaging!
Since the launch of the challenge, Burger King has already given away over 50,000 burgers. At this rate, by the end of one week, over 800,000 minutes or 13,500 hours of pure Whopper TV would have been watched!
One cashier, one hidden cam, one printer. That’s all Ogilvy Brasil needed to prove that Burger King sandwiches are made to order. When a customer ordered a Whopper, they took a picture, without anyone noticing. Then the customer got their freshly made sandwiches with their faces on them. Thus Burger King proved that each sandwich is unique and made to order for each customer. 😎
