CASE STUDY
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“J.J. Abrams’ worst fast-food nightmare.”
When the last film of the most famous space saga was coming out, many brands were paying big bucks for sponsorships to jump on the hype. BK went against the norm, and tapped into the global pop culture in the most unexpected way.
One week before the movie premiere, BK put people’s Whopper love to the ultimate test:
Are you willing to have your beloved film spoiled, for your beloved Whopper?
“A premiere in
speech recognition in marketing.”
A voice-activated coupon was placed in the BK app. People had to read out spoilers to the app, which was checked in real time by voice recognition technology. Only correct reading, proving the person really got the spoilers, would unlock a free Whopper.
The special restaurant served free food, but everything in there contained brutal spoilers of the film: posters, staff T-shirts, food packaging, WIFI password, even all the food names on the menu, which people had to speak out to order the food. The entire store was transformed into a 360 degree “spoiler experience”. Spoilers were carefully phrased to avoid any copyright issue. Fans of the saga, in addition to regular customers, were specially invited to this store. All people were warned before entering.
This immersive in-store experience was made into an entertaining film, and widely spread online.
RESULTS
2.2 Billion total impressions
+330% positive brand perception
Doubled purchase intent
$10 Million earned media
+11x Brand recommendation
+75% BK App Downloads
AWARDS
Webby Awards 2020:
Winner - People's Voice, Best Use of Mobile Media
PRWeek Global Awards 2020:
Winner - Best Campaign in Europe (outside UK)
ADC Germany 2020:
Silver in Digital
Bronze in Real-time/Live
Bronze in Branded Content/Entertainment
Deutscher Digital Award 2020:
Silver in Digital Advertising Campaign
Bronze in Social/Dialog
New York Advertising Awards 2020:
Finalist in PR
The One Show 2020:
Merit in Experiential & Immersive