- Burger King and the Clio Awards are teaming up on the King’s Fools’ Problem, asking college students to brainstorm the quick meals chain’s subsequent April Fools’ day prank, in accordance with a information launch shared with Advertising and marketing Dive.
- The quick meals chain is taking up the Clio Awards’ Scholar Built-in Marketing campaign class as a part of the 60th annual competitors. Essentially the most artistic effort will win a Gold Clio statue, and Burger King will fly the winners to Miami to work with its artistic group to convey the prank to life.
- Entries can embody a mix of concepts round audio, branded leisure, branded content material, design, digital/cell, direct, experiential/occasions, movie, innovation, out-of-home, partnerships and collaborations, print, public relations or social media. A shortlist of submissions will likely be acknowledged with an editorial piece on Muse by Clio.
Pranks and advertising stunts have grow to be a key a part of Burger King’s advertising year-round, so it is smart that the model would search out progressive prank concepts for April Fools’ Day. Earlier stunts have helped the model join with hard-to-reach youthful customers, and this time round, the model might deepen connections with this group by crowdsourcing contemporary concepts from up-and-coming creatives. Burger King is probably going hoping to out-prank its previous April Fools’ stunts, together with the Left-Handed Whopper from 1998, which as been ranked as one of many greatest April Fools’ Day pranks.
Crowdsourcing artistic concepts is a tactic different manufacturers are utilizing to have interaction with customers in distinctive methods and spark an emotional connection, particularly as youthful demographics resonate with manufacturers after they and reply to their wants. The King’s Fools’ Problem follows an analogous effort by Diageo’s Smirnoff vodka, which final week requested followers to submit concepts for celebrating the Fourth of July vacation — the winner of which is able to see their celebration thought dropped at life.
Burger King’s previous efforts searching for shopper enter on social media have helped the burger chain to drive engagement. The chain’s department in Spain crowdsourced the “InstaWhopper” effort final yr by asking Instagram customers to construct their very own burger via polls on Tales to obtain a coupon. The marketing campaign earned 270,000 interactions throughout greater than 45,000 distinctive customers and boosted the model’s Instagram following by 10%.
In its most up-to-date advertising stunt, Burger King provided cell customers in Brazil a free Whopper in the event that they just about set fireplace to its rivals’ advertisements. The corporate’s app featured a “Burn That Advert” banner, which customers can faucet whereas pointing their smartphone digicam at a print, coupon or billboard advert from a competitor. The app makes use of augmented actuality to overlay digital photos of a blazing inferno that burned the competitor’s advert and revealed the coupon.