A Whopper within a Whopper?! Here's how this campaign got a WHOPPING 60,000+ sales in Brazil in 2022!
unconventional, engaging, and impactful marketing strategy. Campaigns of this type serve as reminders that promoting or advertising a brand doesn’t always have to be too complex, formal, or traditional. Today, we’d like to share with you an example of an AWESOME guerrilla marketing stunt. Read on to know how this global fast food brand captured video game players and streamers’ attention with a buggy yet thrilling campaign.
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A Whopper within a Whopper?! Here's how this campaign got a WHOPPING 60,000+ sales in Brazil in 2022! Many gamers are familiar with bugs and glitches, which refer to when a game isn’t working properly due to:
… and others. In fact, lots of gamers HATE bugs and glitches! Imagine this: Would you be pleased at all if you’re “in the game zone” then suddenly, a bug causes you to lose momentum? You’d probably feel frustrated… or even mad. But, what happens if you treat glitches differently and turn them into something GOOD? That’s what Burger King and DAVID São Paulo did in their May 2022 guerrilla marketing campaign in Brazil. The name of the campaign? The “Burger Glitch,” also known as “#BugKing!”
In this digital campaign, Burger King tasked Brazilian consumers with searching the brand’s mobile app and social media channels for bugs and glitches. The twist? For every bug or glitch found, participants received amazing deals and promos worth up to 40% off! Moreover, those who posted about the glitches they found on Burger King’s mobile app and social media channels received additional perks. The campaign was one of the fast food chain’s latest attempts to bolster its online presence. This was in line with the growing trend of mobile ordering apps becoming an important part of QSRs’ (quick service restaurants) post-pandemic strategy.
“Burger Glitch” coupons and discount codes gamified the rewards experience. This encouraged users to make an immediate purchase and increased the likelihood of future app use. What’s more? Burger King’s social media channels were altered with “Burger Glitch” communications, interactions, and buggy elements. Self-service kiosks and out-of-home (OOH) displays in all Burger King stores across Brazil were also “glitched.”
This next one’s even more amazing! To tie the real world to the online world, Burger King produced “glitched” versions of its famous Whopper sandwich. Those who ordered the “glitched” menu item were amazed that their Whoppers had extra patties, nuggets, or fries inside the burger. Some even received a Whopper within a Whopper!
Was Burger King’s “Burger Glitch” campaign effective? The fast food brand’s creation of its own in-app glitches struck a chord with gamers, who would sometimes go out of their way to eliminate these bugs in their entire gaming experience. By capitalizing on these app errors and turning them into something good, Burger King was able to turn gamers and streamers’ “worst nightmare” into an enjoyable activity filled with rewards. What were the results of the campaign?
Clearly, these results show the “Burger Glitch” campaign was a hit and effectively got Brazilian consumers to interact with the brand both online and offline. Congratulations, Burger King and DAVID São Paulo! — Mobile apps have become an increasingly integral part of the QSR landscape, especially as the industry faces shifting consumer habits. These apps help streamline menus, which then enable kitchen staff to prepare food in a more organized manner. … and by using these tools to leverage an online “imperfection” (bugs and glitches), Burger King not only effectively executed the campaign but also captured its target market’s attention with the audacious idea of selling Whoppers that mimicked a digital glitch. As Rogério Chaves, DAVID São Paulo’s Creative Director, said: “We wanted to approach gamers the ‘Burger King’ way: Celebrating the imperfections of the world, laughing at mistakes, embracing the uproar. That’s something within the essence of our communications.” Get inspired with Burger King’s “Burger Glitch” campaign and start planning your own captivating and audacious marketing strategies. Who knows? With a clever tactic, you can also turn your target market’s “worst nightmare” into one of their “best memories” with your brand! Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to learn how one multinational conglomerate turned an epic fashion fail into a great marketing asset in 2022? See it in next week’s article! |
