Burger King Film, Digital Whooper Lust by Crispin Porter + Bogusky Boulder

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Whooper Lust

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Industry Fast food
Media Film, Digital, Interactive & Mobile
Market United States
Agency Crispin Porter + Bogusky Boulder
Chief Creative Officer Rob Reilly
Art Director Daniel Burke
Copywriter Peter Brown
Released May 2011

Awards

One Show 2012
One Show Branded Content / Games Gold
One Show Entertainment Best Brand Channel Silver
One Show Innovation in Advertising / Single or Campaign Merit
One Show Entertainment Innovation in Branded Content Merit

Credits & Description

Category: Best use or integration of user-generated content
Advertiser: BURGER KING
Product/Service: BURGER KING
Agency: CRISPIN PORTER + BOGUSKY
Chief Creative Officer: Rob Reilly (CP+B)
Group Creative Director: Crispin Porter + Bogusky, Boulder(CP+B)
Interactive Design Director: Pelun Chen (CP+B)
Interactive Designer: Marcus Silva (CP+B)
Interactive Copywriter: Brittany Poole (CP+B)
Copywriter: Peter Brown (CP+B)
Art Director: Daniel Burke (CP+B)
Director Of Integrated Production: Ivan Perez-Armendariz (CP+B)
Group Executive Producer: Paul Sutton (CP+B)
Integrated Producer: Nick Ngai (CP+B)
Junior Integrated Producer: Randall Fransen (CP+B)
Experience Designer: Zarni Ko (CP+B)
Content Management Supervisor: Kate Ingraham (CP+B)
Content Supervisor: Carly Tietzer (CP+B)
Content Manager: David Crispin (CP+B)
Assistant Content Manager: Tara Rhein (CP+B)
Business Affairs: Mallory Zumbach (CP+B)
Traffic Manager: Amanda Burns (CP+B)
Executive Producer DFX: Adam Nikolaidis (CP+B)
Junior Integrated Producer/Music: Jorge Ivan Vargas Perez (CP+B)
Media placement: Interactive Television - DirecTV - 13 June 2011

Campaign Description
In a world where brands will give away almost anything for a simple ‘like’ on Facebook, Burger King set out to prove that the Whopper was worth a whole lot more.

Effectiveness
Whopper Lust was a channel on DIRECTV, featuring seemingly endless footage of a beautiful, spinning Whopper. The game was simple. Stare at the delicious, flame-broiled Whopper on your TV screen for as long as you can. The longer you watched, the more Whoppers you got. Watch for 5 minutes, get a free Whopper. Watch for 10 minutes, get 2 free Whoppers. And so on.
We built in prompts to ensure the players never took their eyes off the prize. Every few minutes, users had to click a button on their remote to keep the game alive. Look away—no Whopper. Fall asleep—no Whopper. Change the channel—no Whopper. Coupons were then sent to the winning Whopper Lusters, using their DIRECTV mailing address.

Implementation
To remind people just how special the Whopper is and to solve our client’s request to just show the product, we needed to create a memorable and measurable execution. This time, a heavy dose of ‘food porn’ was exactly what the viewers got.

Outcome
The campaign was scheduled for a full week, but the initial coupon fulfilment of 20,000 was exhausted within the first 4 hours. After restocking, Burger King distributed 73,000 coupons to loyal fans. In its brief run, almost 250,000 households visited the branded channel, and Americans played Whopper Lust for more than 10,000 cumulative hours. According to DIRECTV, the Whopper Lust campaign was the "most successful national interactive television campaign ever executed".