Cannes Lions

BURGER KING TEXAS DUEL

Y&R ISTANBUL, Istanbul / BURGER KING / 2016

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Overview

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Credits

Overview

Description

We were looking for an idea both reflecting the spirit of Texas Smokehouse Burger and create an interaction with the consumer. So, we brought the Duel concept, which is identified with Texas, to our stores. The fastest burger eater Texan Cowboy invited Burger King customers to a duel. Youngsters struck back with their strongest weapon, mobile phones. The ones who could take the photo of the cowboy before he took a bite from the burger both won the duel and enjoyed a free Texas Smokehouse Burger.

Execution

Firstly the cowboy was recorded for a day. The videos were uploaded to the digital outdoor display where people were going to have the duel. In the chosen Burger King store, a Texas themed area was created and the digital display was placed there. The display was supported with sound system. So, the Cowboy could call people for a duel with his own voice. The movement detecting cameras detected people’s movements, so, the video was displayed on the right time. A hashtag was created, so that people could share the photos with that. Burger King checked the photos and sent a code to the winners via DM. This code enabled the winners to get a free Texas Smokehouse Burger. The duel started in one restaurant but then spread to others.

Outcome

This activation idea started as a pilot project in one of the Burger King restaurants in Istanbul but then spreads to others. In one day an average of 60 people played the game. At the day of The Duel, the number of people who tried Texas Smokehouse Burger increased by 4 times. Moreover, apart from The Duel, sales of the Texas Smokehouse Burger rise by 20%.

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