BK ON THE WAY
The ask
Burger King has always demonstrated a great innovation component when it comes to their advertising and marketing campaigns.
We wanted to create a new, fresh, and impactful idea for them that champions this sentiment using these two campaigns as inspiration:
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Whopper Detour
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Burn that ad
The insight
After a late evening of drinking and partying, people crave fast food. They also use rideshare apps to get home safely when they are tipsy and tired.
Why it fits
Uber and BK are no stranger to each other. On October 15th through October 27, 2019, Uber Eats offered free delivery on orders of $15 or more on BK favorites and more information was listed on BK.com.
Since then, Uber Eats delivery is now available at participating BK restaurants.
The promotion was accompanied by YouTube, TV, and social media ads.
When to innitiate
December is National Impaired Driving Prevention Month; a time to raise awareness about the consequences of driving while impaired.
REWARD THOSE WHO DON'T DRIVE DRUNK
How it works
In the month of December if you order an Uber between 1am-5am and add a stop at BK on your route home, you can score a free Whopper for yourself and your driver will also get a choice of a free Whopper or coffee!
Make it easy
Drivers who already drive and deliver for Uber/Eats will be the first to participate and we allow consumers to access these drivers straight from the the Uber and BK apps.
Alter existing UI
Branded Elements, in-app advertisements with hyperlinks to functions within partner apps.
Above from left to right:
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Uber mobile app, modded
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BK app "offers section," modded
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BK app store locator with BKotW option added
Ride in style
Special edition window decals for participating Uber drivers.
Spread the word
The campaign will begin with a classic viral BK stunt: the King himself will be the Uber driver for certain lucky (and unsuspecting) riders.
Creating buzz through social media channels is essential to the success of the campaign.
What's in it for the driver?
Safe driving choices begin with the driver, so it is important that they are rewarded as well!
Drivers who participate in this limited time promotion will have the choice between a fresh, flame-grilled Whopper or a cup of BK's signature dark roast.
