Cannes Lions

BURGER KING CHICKEN FRIES

DAVID, Miami / BURGER KING / 2015

Case Film
Case Film
Presentation Image
Presentation Image
Online Video
Presentation Image
Online Video
Online Video
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Overview

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Credits

Overview

Description

Quick Service Restaurants (QSR) are a big part of everyday culture in the US, and consumers are constantly flooded with promotional messages. Breaking through this clutter can be difficult, so brands need to create innovative branded entertainment in order to promote specific products in a relevant and engaging way. The goal is to have consumers actively seek out this content.

Execution

Our goal was to tap back into the social conversations our target had about Chicken Fries in the past. They were extremely outspoken and passionate. By re-sparking this conversation, Chicken Fries became relevant again. Fans were intrigued by the fact that they may or may not come back, depending on what a chicken decides.

Over seven days, Random Gloria traveled to seven cities, exactly as planned. The cities included - NYC, NY - Bayonne, NJ - Colmar Manor, MD - Henderson, NC - Atlanta, GA - Orlando, FL - Miami, FL.

Outcome

Each stop along the Random Gloria tour saw larger crowds, with more media and social coverage than expected, including mentions on Conan, NBC, and FOX. After 1,200 miles, three yeses, three nos, 443,477,301 media impressions, on March 23rd, Gloria reassured Burger King’s decision to put Chicken Fries back on the menu nationwide for an indefinite amount of time.

TOTAL IMPRESSION –

BROADCAST: 10,449,856

ONLINE: 428,994,004

SOCIAL: 3,983,441

TOTAL: 443,477,301

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