Burger King cooks up 'Democratic Burger' election in France

Dive Brief:

Burger King introduced the "Democratic Burger" in France, an effort to give the country's consumers the chance to vote on founder's day, a French holiday that celebrates democracy, according to a press release. Every week from Sept. 2 through Oct. 6, the fast food chain will let customers vote for a menu item that will be available for 2€ the following week.
To participate in the "election," consumers must download the Burger King France app and select their favorite burger to be featured the following week. The eight choices include everything from the classic Whopper to the Big Fish.
The integrated campaign includes TV spots, digital video and local print ads, and was created by agency Buzzman.

Dive Insight:

With the "Democratic Burger" campaign, Burger King is looking to appeal to fast food customers in France around the country's founder's day by letting them vote for which menu item they want at a discount, a move that could drive app downloads and spur foot traffic the following week. In line with the brand's other marketing, the humorous campaign turns a holiday around democracy into a promotion for cheap fast food.

In order to participate, consumers must download the Burger King app. This marketing approach suggests that the goal of the campaign is to drive people to download the app in order to increase digital orders. The QSR has been dedicated to pushing app downloads in global markets this year.

In March, the brand offered mobile users in Brazil a free Whopper for "burning down" the competition's ads. The app featured a "Burn That Ad" banner turned a smartphone camera into a video game console that could wipe out ads from competitors like McDonald's. In May, the brand pushed downloads in the U.S. by creating a contest for people saddled by student loan debts. Consumers could place orders through its mobile app to enter a drawing to win up to $100,000 in reprieve from their student loans.

Burger King has reported a dip in sales this year and is restructuring its restaurants, closing some shops and pivoting to a more digital environment that includes order ahead service and delivery through third-parties. With digital ordering kiosks and double drive-thru windows, the company is pushing the app to boost digital orders and remain competitive in the crowded fast food space.