Home  › Media › Media Buying
04-burger4

Burger King Spins Free Whoppers at TV Viewers

  |  June 15, 2011   |  Comments

Brand asks for five minutes of attention in exchange.

Fast-food chain Burger King is handing out free Whoppers to DirecTV viewers so desperate for a beefy fix that they're willing to stare at a spinning sandwich on their TVs for five minutes. What's more, those prepared to endure 15 or 30 minutes of the gyrating foodstuff will be rewarded with two or three Whoppers, respectively, for their troubles.

The campaign is intended to preserve the value of the Whopper - the chain's flagship product - by asking users to earn their free food, rather than giving it away cheaply in return for simple social media actions, for example.

"It's amazing how easily brands give away their products on platforms such Facebook. I understand wanting to attract 'likes'… but there's ways to interact with consumers without gutting the value of your product," explained Matt O'Rourke, Interactive Group Creative Director at Burger King's agency Crispin Porter + Bogusky. "People are willing to do a lot to get their hands on whopper," he added.

The innovative campaign, dubbed Whopper Lust, will likely be the last CP+B conducts for the fast-food brand after the pair announced they were parting ways earlier this year. "We're getting close to the end," O'Rourke said of the relationship.

In the meantime, DirecTV users can tune to channel 111 to view footage of the spinning Whopper, and are required to press buttons on their remote on command to prove they're giving their undivided attention. After the first five minutes, players can either request to have their coupon mailed to them, or choose to continue to watch for either 15 or 30 minutes to earn two or three whoppers instead.

According to CP+B, Americans have stared at the sandwich for over 300,000 cumulative minutes since Monday morning, but that total will reach over 810,000 minutes, or 13,500 hours, by the campaign's end on Friday if viewers continue to tune in at their current rate. "It's blowing up. It's doing very, very well," O'Rourke said, adding that the number of burgers originally allocated for the entire week had already been claimed in the first four hours after the campaign went live.

In terms of driving viewers to the channel, O'Rourke said the agency has done very little in the way of paid advertising, relying primarily on word of mouth to let the campaign spread organically.

On the back-end, DirecTV is providing the agency with metrics on how many households claimed the free burger, and how many each household claimed. So far, the number of users watching for 15 minutes to earn two sandwiches isn’t far behind those claiming just one. O'Rourke said the agency "felt sure people wouldn't sit through 30 minutes," but added that the number choosing to do so "isn't far behind those going for two."

See Whopper Lust in action on a real TV:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...