For the last few weeks, adverts out on the streets have been rendered relatively useless as most people are locked inside of their homes. Burger King’s solution? Entice people to use images of the fast-food chain’s present billboards as backgrounds during their video conference calls.
The “Home of the Billboards” campaign, executed in collaboration with agency David Buenos Aires, encourages participation by rewarding these digital marketers with a “Buy One Get One Free” Whopper sandwich coupon, valid from April 28 to May 1.
How can you score the deal? Just download one of the billboard images from Burger King’s Twitter account, use it as a Zoom background during your virtual meetings, upload a photo on Twitter and tag the brand using the hashtag #HomeOfTheBillboards. The brand will then directly message you with a code to be redeemed on Burger King’s app. The coupon is only valid at participating U.S. restaurants—except Alaska and Hawaii—and cannot be applied to delivery orders.
“Home of the Billboards” is only one of several creative responses that the Home of the Whopper has come out with during the pandemic. Parisian creative agency Buzzman has turned around multiple tactical campaigns for Burger King. For Burger King France, Buzzman released the “recipes” for the Whopper, Steakhouse, Big Fish and Big King sandwiches. Buzzman also self-censored ads to tease fans about the reopening of drive-thrus in Belgian locations for Burger King Belgium and handed out free Whoppers to students who showed off their smarts on social media for Burger King Global.
Other Covid-19-related campaigns from Burger King include waived delivery fees, free Whoppers for people with good eye-hand coordination and a promise to throw free birthday bashes for 600 lucky kids.
The fast-food giant isn’t the only brand that has cleverly taken advantage of the rise of Zoom. DoorDash, Behr and Pandora have all debuted backgrounds for video conference calls.
Credits
Agency: David Buenos Aires
Campaign: Home of the Billboards
Client: Burger King
Product: Delivery
David, Buenos Aires
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Directors: Ignacio Flotta, Nicolás Vara, Rafael Donato
Creative Directors: Nicolas Goldstein, Juan Pablo Tyrer, Edgard Gianesi
ACD: Rogério Chaves, Fabrício Pretto
Art Director: Pedro Mezzini
Copy: Augusto Callegari
Managing Director: Emanuel Abeijón
Group Account Director: Lucila Mengide
Group Account Director: Stefane Rosa
Account team: Belen Rodriguez, Julieta Altare, Carolina Vieira, Rafael Giorgino, Juliana Chediac, Jenny Gobel, Rachel Startz
Production: Fabiano Beraldo, Fernanda Peixoto, Andressa Cardoso,
Planning: Juan Manuel Jofre, Daniela Bombonato, Carolina Silva, Tabata Pimentel,
Media team: Marcia Mendonça, Mateus Madureira, Felipe Braga, Letícia Defina, Renata Oliveira
Innovation & technology: Toni Ferreira, Gustavo Nanes
Social Media: Lucas Patricio
Burger King Argentina
Head of Marketing: Luz Fochezato
Marketing Manager: Martín Gonzalez
Marketing Analyst: Nerina Baldassarre
Burger King, Brazil
Head of Marketing: Ariel Grunkraut
Marketing Director: Thais Nicolau
Marketing Manager: Filipe Botton
Marketing Coordinator: Fernanda Harb
Marketing Analyst: Maria Eduarda Darme
Media: Vinícius Simon
Burger King, Global
Marketing Officer Global Chief: Fernando Machado
Head of Global Marketing: Diego Suarez
Sr Brand Manager Global Marketing: Rachel Kellerman
Burger King, North America
President, Burger King North America: Chris Finazzo
Head of Marketing North America: Marcelo Pascoa
Head of Marketing North America: Renato Rossi
Director of Marketing Communications: Rogelio Magana
Manager, Advertising: Rachel Williams
Director, Media & Social Channels: Jorge R. Oliveira
Social Media Digital Marketing: Flavia Guetter
Sr. Analyst, Media: Richardson, Rebecca
Manager, Mobile App: Preston Nix
Social Agency
MullenLowe US
