Burger King Revolutionizes Discounts with Facial Recognition for Hungover Customers
Burger King revolutionizes customer engagement by leveraging facial recognition technology to offer exclusive discounts, turning hangovers into a fun and affordable experience
Article Brief:
Burger King in Brazil has launched a "Hangover Whopper" campaign that provides hungover consumers with discounts on the brand's sandwiches, per details shared with Our Website.
The brand’s mobile app and a microsite allow consumers to use facial recognition technology to determine the severity of their hangover. Based on the results, they will be offered a discount and a recommended combo size. The campaign, created with agency DM9, is running until Jan. 2 and is exclusively available for BK Delivery. This initiative is the latest in Burger King's ongoing efforts to use mobile technology to promote engagement with its app and delivery service.
Article Insight:
Burger King Brazil's introduction of the "Hangover Whopper" is strategically aligned with the end-of-year celebrations, which are frequently characterized by late nights and difficult mornings. This innovative move links the provision of fast food to a crucial moment when it is most sought after: in the midst of a hangover.
Burger King is a great partner, embracing boldness, innovation, and irreverence as essential elements. Icaro Doria, co-president and CCO of DM9, stated, "It is a privilege to have partners like Burger King, who use boldness, innovation and irreverence as essential ingredients and are willing to put brand actions like this into practice. In this case, the use of facial recognition technology combined with humor will generate another fun connection with consumers."
The promotion utilizes facial recognition technology to assess an individual's "hangover level" on a scale of one to three, and provides a matching combo coupon for the Whopper Jr. Double, Whopper, or Whopper Double. These selfies can then be shared on social media, expanding the impact of the campaign.
Burger King's playful use of facial recognition contrasts with Rite Aid, which was recently prohibited by the FTC from using the technology for five years due to improper use in addressing shoplifting.
Burger King has utilized creative and controversial tactics to boost app and restaurant visits, particularly in global markets such as Brazil. In 2019, the company enticed mobile users in Brazil with a complimentary Whopper for virtually igniting the ads of its competitors. Similarly, the "Whopper Detour" stunt in 2018 utilized geoconquesting to redirect consumers from McDonald's to Burger King restaurants.
Despite a 6.6% increase in U.S. same-store sales and a 7.6% rise internationally in its latest earnings report, Burger King fell short of Wall Street revenue growth projections.
