BLACK FRIDAY WHOPPER SHOPPER
| Title | BLACK FRIDAY WHOPPER SHOPPER |
| Brand | BURGER KING CORPORATION |
| Product/Service | WHOPPER |
| Category |
I05. Breakthrough on a Budget |
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Entrant
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GRABARZ & PARTNER Hamburg, GERMANY
|
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Idea Creation
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GRABARZ & PARTNER Hamburg, GERMANY
|
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PR
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ALISON BROD MARKETING + COMMUNICATIONS New York, USA
|
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Production
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RABBICORN FILMS Hamburg, GERMANY
|
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Production 2
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MITK ▽ MOTION IS THE KEY Hamburg, GERMANY
|
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Production 3
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SLAUGHTERHOUSE VISUAL MANUFACTURING Hamburg, GERMANY
|
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Additional Company
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BURGER KING Miami, USA
|
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Additional Company 2
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BURGER KING DEUTSCHLAND GMBH Hannover, GERMANY
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Additional Company 3
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RELEVANT REWARDING Harderwijk, THE NETHERLANDS
|
Credits
| Felix Fenz |
Grabarz & Partner |
Chief Creative Officer |
| Tobias Ahrens |
Grabarz & Partner |
Group CD |
| Matthias Preuss |
Grabarz & Partner |
Creative Director |
| Jakob Eckstein |
Grabarz & Partner |
Creative Director |
| Alessandro Perri |
Grabarz & Partner |
Art Director |
| Erwin Lorenz |
Grabarz & Partner |
Art Director |
| Andrew McEvoy |
Grabarz & Partner |
Copywriter |
| Gabriela van der Linden |
Grabarz & Partner |
Copywriter |
| Tim Mangels |
Grabarz & Partner |
Account Manager |
| Irene Aniteye |
Grabarz & Partner |
Planner |
| Aleksandr Bobrov |
Grabarz & Partner |
Graphic Designer |
| Fernando Machado |
Burger King Corporation |
Global Chief Marketing Officer |
| Marcelo Pascoa |
Burger King Corporation |
Global Head of Brand Marketing |
| Rogelio Magana |
Burger King Corporation |
Senior Brand Manager, Global Marketing |
| Klaus Schmäing |
Burger King Deutschland GmbH |
Director Marketing Germany |
| Benedikt Lemsky |
Burger King Deutschland GmbH |
Head of Marketing Communications Germany |
| - - |
Alison Brod Marketing + Communications |
PR Agency |
| - - |
RABBICORN FILMS GmbH |
Film Production |
| - - |
Relevant Rewarding B.V. |
Website setup & technical support |
| - - |
MITK ? MOTION IS THE KEY |
Post Production |
| - - |
Slaughterhouse GmbH |
Post Production |
Background
In the United States, where our campaign took place, Black Friday is the biggest shopping occasion of the year. Brands spend around 6$ Billion dollars on attracting customers and typically, fashion and tech retailers dominate the conversation. Our brief was to make BURGER KING relevant on Black Friday and drive Black Friday shoppers in-store when millions of people are switching to online-purchasing. Our secondary objective, was to build on love and awareness of our most iconic product, the delicious flame-grilled WHOPPER.
Describe the strategy
How do you make a Burger retailer relevant on Black Friday? Yes, it’s one of the biggest retail occasions of the year. But the stars of the show are usually tech and fashion brands. Not restaurants, and certainly not Burger brands! Even worse, most of the shopping that occurs happens online. So we designed WHOPPER-SHOPPER.com as a shopping website that rewarded shopping with WHOPPER vouchers. The twist, we got 1400 other brands to pay for those WHOPPERS through affiliate marketing. We targeted our audience of Black Friday Shoppers and Whopper-Lovers with posts on social media and led them to our website during the busiest shopping event of the year – Black Friday (15.11.18-26.11.18), when buzz was highest. After the promotion ended, they received WHOPPER vouchers, courtesy of some of their favourite brands. These vouchers in turn drove them in store.
Describe the execution
WHOPPER-SHOPPER.com was a BURGER KING branded shopping website with a clever twist. It was filled with banners representing over 1400 of the biggest brands. Whenever someone clicked a banner to do their Black Friday shopping through the WHOPPER-SHOPPER.COM website, brands paid us money from their online media budgets through the affiliate marketing process. We then refunded that money back to Black Friday Shoppers as WHOPPER vouchers. To participate, all they had to do was create an account and do their usual Black Friday shopping.
List the results
We built brand-love for BURGER KING as the brand that helped people to get the best Black Friday Deal ever: free WHOPPERS. News channels (Financial Times, Fox News, ABC News, Teen Vogue, Thrillist, Elite Daily etc.) were quick to pick up the idea. Helping us raise brand buzz around the brand an incredible 29% during the Black Friday period. And we reached nearly 300 Million people, despite spending nothing on media.