Whopper Heist
Burger King Argentina
Issue 62 | March 2022
Agency
We Believers
Creative Team
Chief Creative Officer Gustavo Lauria Creative Director Nicolas Centroni, Fernando Serra Copywriter Nicolas Centroni Art Director Fernando Serra
Production Team
Head of Production Marcia Jaes Producer Vero Z Production company Landia Technology Development The Pasto
Other Credits
Director of Operations Natalia Gamarra Head of Client Service Jos Quijano Account director Nallely Recinas Creative Coordinator Rocio Fernandez Sasso Client Burger King Team Iwo Zakowski, Alexandre Antonello, Barbara Regis, Nicol s Iribarne, Mar a Luz Fochezato, Mar a Clara Buceta, Nerina Baldassarre Netflix Team Facundo Mele, Ignacio Dantas
Date
January 2022
Background
‘Money Heist’ was a Spanish Netflix crime drama. Series one was about robbing The Royal Mint of Spain, series two about robbing the Bank of Spain.
Idea
Using NFC embedded chip technology, Burger King and Netflix came together to allow people to steal burgers. Thousands of Whoppers could be lifted from hundreds of posters and redeemed at any Burger King.
The way it worked was passers-by received a message on their phones to let them know they were close to a Whopper. All they had to do was point their phones at the poster.
When the NFC chip registered the phone, it signalled to the server to make the burger disappear from the poster site and instantly pop up on their phones.
The digital Whopper could be redeemed for a real meal via the app.
In the app, users could see how many Whoppers there were left to steal and where they were to be found.
Results
Originally conceived as a one-week promo, people stole the entire stock of Whoppers in two days. In addition, the campaign yielded a +49.5 % increase in weekly downloads and +25.3% increase in mobile unit sales per store.
Our Thoughts
This is a story of push and pull. Burger King are keen get people to download the app so they can get closer to their customers and push personalised messages to them. The difficulty is in pulling them into installing the app. Typically, they have done it not just by offering a free burger in return but by offering a cheeky or a fun experience. Remember ‘Whopper Detour?’ (Directory 51) where they targeted people when they were anywhere near a McDonald’s? Targeting people when they are near a poster is precisely the sort of narrow-casting that’s possible with digital advertising but so seldom practiced.