Talk about having a last meal. Created by Hamburg agency Grabarz & Partner, Burger King Germany is offering free Whoppers to fans… for a price – spoil Star Wars: The Rise of Skywalker before it opens on December 18. Oh, BK.
I’d rather get my hand chopped off by Darth Vader.
However, that’s me. If you’re a brave (or stupid) fan of the force who is prepared to read spoilers for the films out loud (following a brutal beatdown at the hands of geeks worldwide) before the premiere will be rewarded with a flame-grilled Whopper.
For the first time, BK is using voice recognition in its app to activate the promotional coupon. Using the app and voice recognition, allows guests of the QSR to read the spoilers aloud. The app checks the content and the guest gets the exclusive voice-controlled coupon from.
The online film for the campaign was shot in a specially designed spoiler restaurant, to which Burger King invited true Star Wars fans.
The entire restaurant and all the products contained revealing hints. Every product name on the menu board, every name tag, straws, fries and even the WiFi password contained spoilers.
The product packaging also had hidden spoilers, some of which were rendered by a sound chip while opening the pack. Watch below:
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“Although this time the Whopper demands a galactically high price, it is definitely worth it. Using modern voice recognition, integrated in our app for the first time, we are offering guests entertaining added value,” explains Klaus Schmäing, director marketing at BK Deutschland GmbH.
He adds, “Burger King welcomes fans of the science fiction adventure back to Earth with immediate effect – in this spirit, may the Whopper be with you.”
I’m not sure if there is an overpopulation problem in Germany, but they won’t have that problem if fans spoil a film that’s some 40 years in the making.
May the force be with them. Really with them.
CLIENT: BURGER KING, Germany
DIRECTOR MARKETING: Klaus Schmäing
HEAD OF BRAND MARKETING: Benedikt Lemsky
MANAGER DIGITAL MARKETING COMMUNICATIONS: Kira Hamer
JR. MANAGER MARKETING COMMUNICATIONS: Paula-Isabelle Stahlhut
SENIOR MANAGER MARKETING: Nikolaus Haindl
AGENCY: Grabarz & Partner
CCO: Felix Fenz
GROUP CREATIVE DIRECTORS: Jakob Eckstein, Matthias Preuß
DIGITAL: Stephan Gerbeth, Lynn Darlison, Cagatay Bahar, Jan Szidat
ART: Tiago Beltrame, Erwin Lorenz
COPY: Nian He, Katharina Haller
ACCOUNT: Denise Ewald, Janik Pahl, Wolf Bockelmann
STRATEGY: Irene Aniteye
MOVING IMAGES: Ulrich Witt
DIGITAL AGENCY: setup GmbH
PRODUCTION COMPANY: Rabbicorn Films GmbH
POST PRODUCTION COMPANY: Slaughterhouse GmbH
PR AGENCY: Emanate GmbH
SOURCE: Grabarz and Partner
Contact Colin Costello at colin@reel360.com
