Dive Brief:
- For French Burger King fans, a new promotion offers a "Mystery Burger" menu item on the cheap, according to a press release made available to Marketing Dive. For just two euros, diners can play a mini-game of roulette to get one of the fast-food giant's 10 most iconic burger options randomly served in a plain white box.
- Those menu items include the Whopper, the Steakhouse and the Big King XXL, per the release. The campaign was created by French agency Buzzman and will be on offer through Sept. 25.
- The integrated roll out includes video distributed online on platforms like YouTube and via linear TV, in addition to an out-of-home element and promotions in the 161 Burger King restaurant locations across France.
Dive Insight:
The Mystery Burger push might be a good way to drive foot traffic into store locations, offering up staple menu items for a cheap price and in a way that adds an element of surprise to the dining experience. Buzzman and Burger King are also touting the new promotion through some funny digital video and TV spots, where a couple tries to figure out which burger they've received via an ultrasound test.
While Burger King's Mystery Burger promotion is limited to French markets, it's just the latest in a string of novel marketing plays from the brand both abroad and in the U.S. that have consistently impressed. Earlier this week, Burger King started offering "Whopper Severance" packages to recently-fired users of the social networking site LinkedIn, where those who could prove they were laid off became eligible for a free burger. That effort was made with the help of long-time agency partner David Miami.
Burger King Russia also recently unveiled a cryptocurrency rewards program based on a bitcoin derivative called "WhopperCoin," where buyers of the namesake menu item are given digital tokens that they can then exchange with fellow customers. These forward-thinking marketing pushes might've been spurred by Buger King's big win at Cannes Lions for Creative Marketer of the Year in June — an award given, in part, for a TV spot that automatically triggered Google Assistant in Google Home and Android devices.
