Consumers Create Burger King Video iPod Ads

NEW YORK Although less than a month old, the video iPod is fast becoming a new advertising vehicle. Burger King is dipping its toes in the water by partnering with Heavy.com to offer consumer-generated videos extolling its brand icon, “The King.”

Burger King interactive shop WPP Group’s VML in New York created the campaign in concert with Heavy.com, a youth-focused broadband video site that features a heavy dose of user-created content. Heavy.com sent out about 25 Burger King masks, created for Halloween by Crispin Porter + Bogusky of Miami, to the site’s frequent contributors. It got back a dozen videos of The King in action, including one featuring him driving through a McDonald’s drive-through wearing the mask and asking for Burger King menu items.

“It was one of those serendipitous things,” said Simon Assad, co-CEO of New York-based Heavy.com. “They had an interesting asset that they’ve done such a good job of making part of the culture.”

The Burger King videos are featured in a “Have It Your Way” section of Heavy.com’s video iPod downloads, which include its “Behind the Music That Sucks” series. The Burger King iPod videos are not bundled with Heavy.com’s programming, instead existing on their own as branded entertainment.

“It’s more about giving people something they’ll find value in, tying it back to ‘have it your way,'” said Jessica Brown, media manager at VML.

Heavy.com also offers ad-sponsored content for the Sony PSP, such as Unilever brand Axe’s “Evan and Gareth” series of guys trying to pick up girls.

“If you’re a brand that has something that has made it into the popular vernacular, there’s definitely a springboard for it,” Assad said.