burger king
burger king - spoiler whopper
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?
DIGITAL EXPERIENCE
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.
SPOILER RESTAURANT
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.
Online Film
RESULTS
And how did LucasFilm react?
RECOGNITIONS
Cannes Lions 2020/2021
Outdoor, Ambient & Experiential, Live Advertising & Events - Shortlist
New York Festivals AME Awards 2021
Best Use of Medium, Branded Content / Entertainment - Bronze
Webby Awards 2020
Best Use Of Mobile Media - People’s Voice Winner
Real-Time Response - Nominee
Games (Voice) - Honoree
Highlighted winning project by Webby Awards
PRWeek Global Awards 2020
Best Campaign in Europe (outside UK) - Winner
The One Show 2020
Experiential & Immersive, Brand Installations - Merit
Out of Home, Brand Installations - Merit
PR, Innovation in Public Relations - Shortlist
PR, Brand Voice - Shortlist
Branded Entertainment, Innovation in Branded Entertainment - Shortlist
Branded Entertainment, Short Form Video (Single) - Shortlist
EMEA SABRE Awards 2020
Campaign DACH (Germany, Austria & Switzerland) - Finalist
In2 SABRE Awards - Earned Media - Certificate of Excellence
ADC Germany 2020
Digital, Digital Campaign - Silver
Real-time/Live, Agenda Surfing - Bronze
Branded Content/Entertainment, Event / Live Experience - Bronze
PR, Corporate/Brand Related - Shortlist
Digital, Innovative Use Of Digital Channel - Shortlist
Digital, Conversational/Voice - Shortlist
Dialogue Marketing, Mobile - Shortlist
Event Experience, Public Relations Event - Shortlist
Deutscher Digital Award 2020
Digital Advertising Campaigns, Digital Campaign - Silver
Social/Dialog, Dialog (Incl. Chatbots) - Bronze
The Drum PR Awards 2020
Retail and E-commerce - Winner
New York Festivals 2020
PR, Best Use Of Digital/Mobile - Finalist
PR, Best Use Of Earned Media - Finalist
PR, Food/Drink/Restaurants - Finalist
Direct & Collateral, Food/Drink/Restaurants - Finalist
Branded Content/Entertainment, Digital/Mobile/Social - Finalist
Film, Made For Online - Finalist
