BLACK FRIDAY WHOPPER SHOPPER

ClientBURGER KING CORPORATION
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleBLACK FRIDAY WHOPPER SHOPPER
Product/ServiceWHOPPER
Entrant GRABARZ & PARTNER Hamburg, GERMANY
Idea Creation GRABARZ & PARTNER Hamburg, GERMANY
PR ALISON BROD MARKETING + COMMUNICATIONS New York, USA
Production RABBICORN FILMS Hamburg, GERMANY
Production 2 MITK ▽ MOTION IS THE KEY Hamburg, GERMANY
Production 3 SLAUGHTERHOUSE VISUAL MANUFACTURING Hamburg, GERMANY
Additional Company BURGER KING Miami, USA
Additional Company 2 BURGER KING DEUTSCHLAND GMBH Hannover, GERMANY
Additional Company 3 RELEVANT REWARDING Harderwijk, THE NETHERLANDS
Credits
Name Company Position
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

Why is this work relevant for Media?

WHOPPER-SHOPPER.com got over 1400 brands to pay for WHOPPERS by putting a spin on banners. Uniquely, the website was filled with nothing but banners. Whenever someone clicked a banner to buy something, brands paid BURGER KING from their media budgets. Normally websites keep that money, we refunded it back to guests as WHOPPER vouchers. Twisting a hated media – banners –into the best Black Friday Deal ever.

Background

In the United States, where our campaign took place, Black Friday is the biggest shopping occasion of the year. Retailers spend around 6$ Billion dollars on attracting customers and typically, fashion and tech deals 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, as always, was to build on love and awareness of our most iconic product, the delicious flame-grilled WHOPPER.

Describe the creative idea / insights (30% of vote)

Black-Friday’s about finding deals. And what better deal could BURGER KING offer than the WHOPPER, for free! Even better? Using the online ad-budgets of 1400 other brands to pay for them. We found a new way to hack the granddaddy of online media: banners. And we used them to make brands pay for WHOPPERS. Shoppers just had to do their regular Black Friday shopping through our website.

Describe the strategy (20% of vote)

How do you make a Burger brand relevant on Black Friday? Yes, it’s one of the biggest shopping occasions of the year. In the USA, the stars of the show are usually tech and fashion brands. Not restaurants, and certainly not fast food! Even worse, most of the shopping that 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 (20% of vote)

During the lead up to Black Friday (15.11.18-26.11.18), when the buzz around Black Friday is at its highest, we launched our website. WHOPPER-SHOPPER.com. A Black Friday shopping website that tricked brands into paying for WHOPPERS, putting a new spin on a classic marketing tool: Banners. As WHOPPER-SHOPPER.com was a Black-Friday shopping website filled with nothing but banners. Whenever someone clicked a banner to buy something, brands paid BURGER KING from their media budgets. And we refunded that money back to guests as WHOPPER vouchers. People could search our website for the brands they wanted to pay for their WHOPPER. We reached our audience through targeted posts on social media, and engaged with brands directly on Twitter. Guests just had to create an account on WHOPPER-SHOPPER.com and do their Black Friday Shopping through our website. Once the promotion ended, we sent them WHOPPER vouchers to spend in store.

List the results (30% of vote)

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 buzz around the brand 29% during the Black Friday period. And we reached nearly 300 Million people. In addition, as brands paid market value for WHOPPERS, our campaign actually ended up making a profit on ever WHOPPER we ‘gave’ away.