Hundreds of Los Angeles residents were likely startled to see the plastic perma-grin of Burger King’s mascot in their home security screens as they collected recent Uber Eats orders.
The King made “several hundred” such Uber Eats runs to L.A.-area homes with Amazon Ring doorbell cameras as part of a MullenLowe-led campaign to promote a new partnership between the fast-food chain and the ride-share-run food delivery service.
Burger King then turned the resultant doorstep footage into a 30-second launch spot as well as video ads to be dropped on the brand’s Twitter page.
The team behind the campaign had no way of knowing ahead of time which houses used a smart doorbell, but they pre-scouted different areas to find neighborhoods where they were more common, according to a spokesperson. Videos recorded by Amazon-owned Ring devices, which can be easily posted to Ring’s accompanying social media app, have become their own online video genre as more people turn to internet-connected home security and neighborhood bulletin social channels.
As part of the deal between the two companies, Burger King orders on Uber Eats totaling more than $15 will get free delivery at participating locations through Oct. 27.
“We know our guests value convenience, and adding the Burger King brand to Uber Eats is another way we will meet the demands of millions of people on this platform,” said Chris Finazzo, Burger King’s North American president, in a statement.
Burger King announced an ongoing partnership with DoorDash in a similar found footage campaign last November that turned photos of cars crashed through Burger King storefronts into print ads.
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