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In a continuation of its innovative marketing campaigns, Burger King Brazil is leveraging mobile technology to connect with customers during the aftermath of end-of-year festivities. Known for campaigns like “Whopper Detour” and “Burn that Ad,” the fast-food giant introduces the “Hangover Whopper,” designed to cater to those enduring the post-New Year celebration blues.
This creative endeavour utilises facial recognition technology to assess an individual’s “hangover level,” ranging from one to three and presents a corresponding discount coupon for the Whopper Jr. Double, Whopper, or Whopper Double. By encouraging customers to share their hangover-level selfies on social media, Burger King extends the campaign’s reach.
Icaro Doria, co-president and CCO of DM9, expressed enthusiasm for Burger King’s bold and quirky approach, stating, “It is a privilege to have partners like Burger King, who use boldness, innovation, and irreverence as essential ingredients and are willing to put brand actions like this into practice. In this case, the use of facial recognition technology combined with humour will generate another fun connection with consumers.”
This light-hearted use of facial recognition technology by Burger King stands in contrast to recent controversies, such as Rite Aid facing a five-year ban from using the technology by the FTC for improper use against shoplifting.
Burger King has a history of employing playful and unconventional strategies to drive consumer engagement in global markets like Brazil. Past initiatives, such as the “Whopper Detour” which employed geoconquesting, and the 2019 “Burn Rival Ads for a Free Whopper” promotion, showcase the brand’s commitment to marketing that goes against the grain.
While the company’s same-store sales demonstrated a notable increase in both the U.S. (6.6%) and international markets (7.6%) in the latest earnings report, Burger King aims to further solidify its market presence with distinctive and engaging promotions, even as its revenue growth falls slightly short of Wall Street estimates.
