Cannes Lions

Ring King

MULLENLOWE U.S., Boston / BURGER KING / 2020

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Overview

Entries

Credits

Overview

Background

This idea started when we saw a new trend in people purchasing doorbell cameras. Random, we know, but very interesting. In fact, it was forecasted that 3.9 Million doorbell cameras would be sold in the U.S. in 2019. It was also predicted that the global CAGR for smart home cameras would continue to grow by 14% through 2023 to become a $13 billion global market. That’s a lot of doorbell cameras.

The doorbell cameras weren’t the only thing trending. Their content started to as well. As more people installed doorbell cameras, the more outrageous and unexpected footage we began seeing.

Naturally, all the unbelievable, weird, and hilarious moments captured by doorbell cameras started being shared all across social on Twitter, Instagram, Facebook, and YouTube. This made doorbell cameras as a massive media opportunity that we could use to Burger King’s advantage.

Idea

To bring attention to Burger King’s partnership with Uber Eats, we needed an idea that would feel unique in the category, spark conversation, and drive up sales + share of voice. To do all of that and more, we sent The King around to 250 Los Angeles homes with doorbell cameras to make surprise Burger King + Uber Eats deliveries knowing the doorbell cameras would capture the whole thing.

Doorbell cameras were a fertile and new territory to play in. Our stunt successfully brought Burger King an outsized share of attention on social media, and encouraged people to order Burger King on Uber Eats.

Strategy

The audience we needed to reach was made up of digital-oriented consumers who also have a high probability of ordering delivery regularly. These are people who grew up with technology and accustomed to getting what they need at the click of the button. This digital savvy audience was made up of Gen-Zers and Millennials ranging from 18-39 years of age. A prime delivery target, 24% of the Gen-Zers and 21% of the Millennials ordered take-out three to four times a week.

Knowing that our target audience is already obsessed with tech and delivery, we strategically targeted doorsteps with doorbell cameras, knowing that they would most likely be inclined to share the footage from their doorbell cameras to social. We also knew that if these people were to share their footage, it would further solidify our strategy and target affiliation with delivery and tech.

Execution

To pull off this shareable guerilla stunt, we identified 250 homes in the Los Angeles, California area that all had Ring doorbell cameras. Then on October 11, 2019 a production crew set out with the King and delivered each home a surprise from Burger King and Uber Eats; a Burger King and Uber Eats bag filled with a Burger King gift card and a note that read “Check your Ring footage. – The King.”

Outcome

- +93% Uber Eats sales growth

- +124% increase in daily mentions of Burger King delivery

- Halo effect on delivery sales— the sales growth driven by our Burger King Uber Eats campaign also represents an astounding 31% lift in overall BK delivery sales

- This campaign, combined with some exclusive Burger King Uber Eats offers, resulted in an 81% lift in total Burger King Uber Eats sales in the following month of November

Similar Campaigns

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3 Cannes Lions Awards
Meat?

DAVID, Madrid

Meat?

2022, BURGER KING

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