Burger King Spooks Consumers with Notion of No Flame Grill This Halloween
Campaign from MullenLowe US proposes customers drive by competitors’ abandoned restaurants for free Whopper Sandwich coupon on the BK app
Every year, people seek out the scariest places to test their courage during Halloween. This year, the Burger King brand is revealing a list of the 'Scary Places' across the U.S. and it isn’t traditional haunted houses.
The BK Scary Places list names of abandoned burger chain restaurant locations and those who dare to drive by them will receive a free flame-grilled Whopper sandwich coupon that can be redeemed on the BK app to be delivered or picked up at their closest BK restaurant location. Why are these places so scary? When they were open, they did not deliver the beloved flame-grilled taste. On some nights you can even hear the sizzling screams of the flat top. What could be scarier than that?
To prompt locals who are already in the area to drive-by the closest scary place, the Burger King brand will send push notifications to those BK app users who’ve consented to receiving such notices. The brand will also share the exact coordinates of the scariest places through its various social media channels and website
taking guests to the location. Guests who don’t live in participating locations can join-in on the spooky fun with a $5 meal offer when they click under the Scary Places tile on the BK app.
"To us, nothing is scarier than a place that never flame-grilled", said Ellie Doty, chief marketing officer, Burger King North America. "While Halloween looks a bit different this year, we're embracing it in a way that keeps guests' safety top of mind in current times. A good scare and a delicious reward of a flame-grilled Whopper."
The abandoned restaurants are located in Dayton, OH, Houston, TX, Birmingham, AL, McHenry, IL and Johnston, RI.
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Client: Burger King
Agency: MullenLowe US
Executive Creative Director: Tim Vaccarino and Dave Weist
SVP, Creative Director: Enrique Camacho
Associate Creative Director: Cody Dummer
Art Director: Helen Reiger
SVP, Executive Director of Integrated Production: Lisa Setten
Executive Producer: Brian Smith
Director of Print Production: Aidan Finnan
Senior Art Producer: Ingrid Adamow
Senior Digital Producer: Chris Badders
Sr. Motion Designer: Jeremiah True
Motion Designer: Jennifer McMahon
Content Producer: Maurice Loach
Sr. Editor: Ethan Goldhammer
Animator: Andrew Lee
VP, Associate Studio Director: Mark Danish
Sr. Layout Artist: Nick Minieri
Layout Artist: Erinn Scammon
SVP, Group Strategy Director: Mike Cassell
Brand Strategist: Adriana Solache Olijve
Community Manager: Morgan Playle
Director of Business Affairs: Kim Burns
Senior Business Affairs Manager: Amy Keddy
Project Management Supervisor: Nicole Capone
Account Director: Alison Whisenant
Account Executive: Gil Carrigan
Retouching Artist: Diego Speroni
Agent: Freddy Fabris
Categories: Fast food, Retail and Restaurants MullenLowe U.S., Mon, 26 Oct 2020 11:28:27 GMT