Titanium > Titanium and Integrated
WHOPPER FREAKOUT
CRISPIN PORTER + BOGUSKY, Miami / BURGER KING / 2008
Awards:
Overview
Credits
Overview
CampaignDescription
To celebrate the 50th Anniversary of the WHOPPER®, BURGER KING® created an innovative media campaign in which America’s favorite burger, the WHOPPER®, was removed from the menu for a day and hidden cameras captured customers candid reactions. The first component of the campaign explored deprivation to see what would happen if America’s most beloved burger was removed from the menu without any announcement. The social experiment was taken to another level when in lieu of the WHOPPER® customers were given competitors’ burgers. When the customer returned to the counter to discuss the problem with the manager, the King presented the customer with a Whopper and revealed the hidden cameras.
Implementation
On December 9th, 2007, a variety of television, interactive and print executions rolled out to promote the 50th anniversary of the WHOPPER®. Along with the TV spots, whopperfreakout.com was introduced. This website featured a long format video of both the Freakout and Fried components as well as behind-the-scenes footage of the filming of the campaign. Interactive flash and rich media banners were released to several websites to promote the campaign as well as a USA Today Print Ad, WHOPPER® vs. Big Mac OOH and Silly WHOPPER® OOH where the focus was on the dramatic size difference between the WHOPPER® and the Big Mac. Also, on December 6, the King was immortalized and a wax figure of the King was unveiled at the Madame Tussauds Wax Museum in NYC.
Relevancy
Our Whopper Freakout campaign drove traffic and sales of the WHOPPER® up 29%. Not only did the campaign drive significant brand relevance but also the ads became the most-recalled campaign in IAG history. The website created for this campaign, whopperfreakout.com, received 4 million views by mid-March and had 250,000 unique visitors in the month of December alone. Spoofs and parodies of the television ads were created by SuperFans and posted on YouTube. Not only did the campaign help strengthen the sales at BURGER KING® restaurants nation wide, but also, competitors showed signs of slower traffic.
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