Burger King's Hangover Whopper: Turning Morning Blues into Mobile Amusement
In another audacious move reminiscent of its iconic campaigns, Burger King in Brazil is alleviating the woes of hungover consumers with its latest "Hangover Whopper" campaign, using facial recognition technology to tailor discounts based on the perceived severity of one's hangover. Accessible through a dedicated microsite and the Burger King mobile app, this playful integration of technology not only offers relief to post-celebration blues but also showcases the brand's commitment to using innovation and humor to engage its audience.
The Hangover Whopper Experience:
As the year-end festivities bring about long nights and rough mornings, Burger King Brazil's "Hangover Whopper" is strategically timed to cater to the inevitable post-celebration fatigue. Utilizing facial recognition technology, the campaign gauges the hangover level on a scale from one to three, presenting users with a corresponding combo coupon for the Whopper Jr. Double, Whopper, or Whopper Double. This interactive approach not only personalizes the experience but also encourages users to share their hangover level selfies on social media, extending the reach of the campaign.
Innovation Meets Humor:
Crafted in collaboration with agency DM9, the "Hangover Whopper" campaign exemplifies Burger King's dedication to boldness, innovation, and irreverence as integral components of its brand identity. Icaro Doria, co-president and CCO of DM9, expressed appreciation for Burger King's willingness to implement brand actions that combine technology with humor, creating a unique and entertaining connection with consumers.
A Playful History of Mobile Engagement:
Burger King's application of facial recognition technology is just one in a series of lighthearted endeavors aimed at driving engagement around its app and delivery services. In the past, the brand offered free Whoppers to mobile users in Brazil for virtually setting fire to the ads of its rivals, and the "Whopper Detour" stunt in 2018 utilized geoconquesting to redirect consumers from McDonald's to Burger King.
As the "Hangover Whopper" campaign runs through January 2, Burger King continues to demonstrate its ability to combine innovation, humor, and technology to create memorable and interactive experiences for its audience. By turning morning-after blues into a source of amusement, the fast-food giant solidifies its position as a brand that not only serves burgers but also serves up entertainment and engagement in equal measure.