In a world where social media lets us know everything about everything, Burger King wants to surprise its customers with mystery burgers.
Admit it, you scroll down social media timelines looking for that fresh little piece of news or gossip, about your friends, your favourite celebrities, or brands. We live in a world where mystery does not have a place anymore. Except at Burger King in France.
From now through September 25, people can get themselves a mystery burger at Burger King in France. For 2 euros (about $2.40), anyone can buy one of 10 signature sandwiches, selected at random, and served in an unbranded mystery white box. That by itself is a fun activation, but Paris-based ad agency Buzzman, took it a set further.
The agency launched the activation with a spot starring a young couple in a doctor’s office to “probe their mysterious bundle of greasy-cheesy joy.”
Congratulations, it’s a burger!
Buzzman Executive Creative Director Georges Mohammed-Chérif explained:
[quote]We have to give people an opportunity to discover Burger King’s products, but without hard selling or aggressive promotions that are not good for the brand. We have to do it in a creative way, to reach people and give them a very good reason to come and discover menu items beyond the Whopper.[/quote]
Thank you AdWeek for the featured image!