AUGMENTED REALITY by Crispin Porter + Bogusky Boulder for Burger King

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AUGMENTED REALITY

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Industry Fast food
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Associate Creative Director Ryan Wagman, Nuno Ferreira
Creative Director James Dawson- Hollis, Bill Wright
Art Director David Gonsalves, Kristian Luoma, Michael Ackerman, Elias Morales
Copywriter Chris Kahle, Zac Myrow
Released October 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BURGER KING
Product/Service: BURGER KING RESTAURANT
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Co-Executive Creative Directors: Rob Reilly/Andrew Keller (Crispin Porter + Bogusky)
Creative Directors: Bill Wright/James Dawson-Hollis (Crispin Porter + Bogusky)
Associate Creative Directors: Nuno Ferreira/Ryan Wagman (Crispin Porter + Bogusky)
Interactive Executive Creative Director: Jeff Benjamin (Crispin Porter + Bogusky)
Copywriters: Chris Kahle/Zac Myrow (Crispin Porter + Bogusky)
Art Directors: Michael Ackerman/David Gonsalves/Kristian Luoma/Elias Morales (Crispin Porter + Bogusky)
Interactive Designers: Fabien Dodard (Crispin Porter + Bogusky)
Flash Designer: John Gerweck (Crispin Porter + Bogusky)
Director of Integrated Production: Dave Rolfe (Crispin Porter + Bogusky)
Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Vice President/Group Executive Producer: Pam Scheideler (Crispin Porter + Bogusky)
Senior Integrated Producers: Scott Potter/Tony Tung (Crispin Porter + Bogusky)
Flash Developer: Marc Pelland (Crispin Porter + Bogusky)
Interactive Technical Director: Scott Prindle (Crispin Porter + Bogusky)
Associate Experience Director: Jeff Teicher (Crispin Porter + Bogusky)
Experience Designer: Oscar Llarena (Crispin Porter + Bogusky)
Associate Technical Director: Doug Rayburn (Crispin Porter + Bogusky)
Vice President/Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Lori Hanchey (Crispin Porter + Bogusky)
Media placement: Online Banners - Online - 19 October 2009
Results and Effectiveness
Users that engaged with the banner shared the banner link on various social media channels, while some even took videos of their experience and uploaded them to video sites like YouTube. User interaction averaged a staggering 52 seconds with 15,000 people activating their webcams and playing with the banner during the campaign’s duration. Consumer interest was peaked during the project and the story appeared in media circles with references to the project appearing in major publications such at The New York Times online.
Creative Execution
Using augmented reality, there was a unique opportunity to tie the value menu price and a dollar bill to the promotion itself. This connection between price and product was seen as the perfect solution for getting Burger King sandwiches into people’s hands. Users would be able to turn on their webcam from inside a BK web banner on high traffic sites and watch as their ordinary dollar bill turned into BK menu items right before their eyes.
Insights, Strategy & the Idea
Burger King was debuting a new lineup of items on their menu available for just a dollar and needed to get the word out. They needed people to know that even on a tight budget, a dollar could still get you something. Burger King fans have typically been a younger demographic with a love for interactive experiences that have characteristically shown high engagement levels with online promotions. With this in mind, BK set out to literally show the value of a dollar with a little online help from the King.