Cannes Lions

King Popcorn

McCANN LIMA, Lima / BURGER KING / 2018

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Overview

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Credits

Overview

Description

The King Pop Corn is a popcorn just like any other popcorn, but with something very special inside. We designed a typical pop corn box but added a small lid to cover the interior: while we put the pop corn on top of that small lid, below it we hid a Whooper and a portion of French fries.

Execution

After the law was released, Burger King noticed that the movie theaters franchises didn´t sell any similar product to a Whooper so consumers wouldn´t going to be able to take one to enjoy a movie. But the good news was the we had locations in the same places than the most important movie theater franchises. We looked for the two most important locations, and we found two stores located in different malls that have an average traffic of 2 million people per weekend. After that we released a video content in our social media with an intrigue, inviting people to go to our locations but without unveiling the promotion. Then, we designed the King Pop Corn box and launched it in our two locations with POP material. We also asked Burger King collaborators to offer the promotion to consumers.

Outcome

- Burger King increase sells +40% in the locations that were part of the experience.

- Burger King increase traffic in +80% in the locations that were part of experience.

- Since we launched the King Pop Corn in stores located in malls with average traffic of 2 million persons per weekend, we got a lot of media coverage from not only ad media but also economic specialized media.

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