Cannes Lions

BURGER KING

CRISPIN PORTER + BOGUSKY, Boulder / BURGER KING / 2011

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Overview

Entries

Credits

Overview

Execution

For proving his love of the Whopper through the lie detector test, BK thought it would return the favour by giving Tony’s fans the chance to show their love for him… by endorsing the hood of his actual race car.

Signatures entered on the Sign and Race website travelled from fans’ computer screens to a custom BK race decal at Stewart Haas headquarters, then onto the hood of Tony’s #14 Impala.With limited paid media support, the campaign relied heavily on mediums within the Sign + Race ecosystem: broadcast, email, PR, social media, search, online (paid), and bk.com. Broadcast laid the ground work for the site, but a targeted paid online effort across relevant sites, social media and PR campaign sustained traffic to the Sign & Race website.

Outcome

We exceeded our signature goal, as well as exceeded Burger King’s interactive averages. There were a total of 166,330 total visits to the site, of which 30% were returns (BK’s average is approximately 21%). Visitors spent an average of 4:20 on the site – over a minute longer than averages. This all equated to 48,754 successful submissions – 4x higher than estimated. We had to determine a new printing method!When Tony finally hit the track for his July 3rd race at Daytona, he had 750 horses under his hood, and nearly 50,000 “fandorsements” on top of it.

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