Burger King Brazil Launched the 'Lockdown Whopper' Campaign
Daniel Johnson — June 12, 2020 — Marketing
References: bk & marketingdive
Burger King Brazil recently launched a new ‘Lockdown Whopper’ campaign, which will attempt to incentivize people to stay at home. The new campaign was launched on June 4th and was created in collaboration between two ad agencies, David Miami and David São Paulo.
The Lockdown Whopper campaign will distribute rewards for users of the Burger king app who are remaining at home, using the app’s geolocation feature. The rewards will increase in value as consumers stay at home for longer periods of time. Rewards will start out with smaller items, and as they spend more time at home, will increase to free Whoppers or meals.
Toni Ferreira, the head of technology and innovation for David São Paulo, spoke about the campaign, “We gamified the quarantine, turning the isolation time into benefits at Burger King.”
Image Credit: Burger King Brazil
The Lockdown Whopper campaign will distribute rewards for users of the Burger king app who are remaining at home, using the app’s geolocation feature. The rewards will increase in value as consumers stay at home for longer periods of time. Rewards will start out with smaller items, and as they spend more time at home, will increase to free Whoppers or meals.
Toni Ferreira, the head of technology and innovation for David São Paulo, spoke about the campaign, “We gamified the quarantine, turning the isolation time into benefits at Burger King.”
Image Credit: Burger King Brazil
Trend Themes
1. Gamified Quarantine - Using gamification to incentivize people to stay at home.
2. Geolocation Rewards - Using geolocation technology to distribute rewards based on users' location.
3. Increasing Value Rewards - Increasing the value of rewards as consumers stay at home for longer periods of time.
Industry Implications
1. Food and Beverage - Incorporating innovative promotions to engage customers and encourage them to use food delivery services more.
2. Mobile App Development - Developing mobile apps with geolocation features and gamification elements to enhance user engagement.
3. Advertising and Marketing - Creating unique campaigns that leverage technology and behavioral incentives to drive customer participation.
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