When the long-awaited sequel in the story about the “galaxy far, far away” finally arrives, premieres sell out instantly. Fans worldwide are eagerly awaiting the last episode of the space saga and are speculating about possible endings. But how deep is the love for the film really? BURGER KING® has launched an earthly promotion for its guests and fans of the film series in Germany – but beware: it’s not for the faint hearted.
Using the BURGER KING® app and voice recognition integrated in the app for the first time, guests can now get a free WHOPPER®. There’s one catch: you have to choose between your love for the film and your love for the WHOPPER®! For this purpose, a special tile will be added to the BURGER KING® app, through which you can access spoiler texts. If you read out loud the information shown there about the film, the app checks the content and the guest gets the exclusive voice-controlled coupon from BURGER KING®.
The online film for the campaign was shot in a specially designed spoiler restaurant, to which BURGER KING® invited true sci-fi fans. The dilemma: only those who read the spoiler got the food free of charge. 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.
“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 BURGER KING Deutschland GmbH. “BURGER KING® welcomes fans of the science fiction adventure back to Earth with immediate effect – in this spirit, may the WHOPPER® be with you,” Schmäing continues.
With this extraordinary campaign, BURGER KING® in Germany wants to win over guests and fans to use its own app. The app provides special offers, coupons and information. Those who do not yet have the BURGER KING® app and are not afraid of adventure can download it for free from the Apple App Store or Google Play and get started. BURGER KING® is now drawing attention to the campaign through in-store advertising and the company’s own German social media channels. On YouTube, pre-roll ads are also placed directly in front of the film trailer. Do the spoilers really apply? The film release will show it.