Dive Transient:
- Burger King in Brazil has launched a “Hangover Whopper” marketing campaign that gives hungover customers with reductions on the model’s sandwiches, per particulars shared with Advertising and marketing Dive.
- Accessible by a microsite and the model’s cell app, the trouble makes use of facial recognition expertise to scan a client’s face, with the diploma of hangover detected corresponding with the scale of the beneficial combo and low cost supplied.
- The hassle was created with company DM9 and runs by Jan. 2 with coupons accessible just for BK Supply. It’s Burger King’s newest in an extended line of playful purposes of cell expertise to drive engagement round its app and supply.
Dive Perception:
Burger King Brazil’s “Hangover Whopper” is timed to end-of-year festivities which can be usually marked by lengthy nights and tough mornings, tying the supply of quick meals to a second when its wanted most: throughout a hangover.
“It’s a privilege to have companions like Burger King, who use boldness, innovation and irreverence as important substances and are prepared to place model actions like this into follow. On this case, the usage of facial recognition expertise mixed with humor will generate one other enjoyable reference to customers,” stated Icaro Doria, co-president and CCO of DM9, in an announcement.
The promotion makes use of facial recognition expertise to measure an individual’s “hangover degree” from one to a few and gives a corresponding combo coupon for the Whopper Jr. Double, Whopper or Whopper Double. The selfies might be shared on social media, extending the attain of the trouble.
Burger King’s light-hearted utility of facial recognition comes as Ceremony Support this week was banned from utilizing the expertise for 5 years by the FTC for improperly utilizing it to fight shoplifting.
Over time, Burger King has used playful and transgressive efforts to drive visitors to its app and eating places, usually in world markets like Brazil. The chain in 2019 supplied cell customers in Brazil a free Whopper for just about setting hearth to the adverts of its rivals. Beforehand, a “Whopper Detour” stunt in 2018 used geoconquesting to drive customers away from McDonald’s and to its eating places.
Whereas Burger King’s same-store gross sales elevated 6.6% within the U.S. and seven.6% internationally in its most up-to-date earnings report, the chain’s income progress missed Wall Avenue estimates.
