Dive Brief:
- Burger King has teamed with star DJ and music producer Steve Aoki to remix a Whopper jingle that has taken the internet by storm, per details shared with Marketing Dive.
- The QSR chain and musician, in partnership with Paramount Brand Studio, are putting a fresh spin on the viral earworm as part of Burger King’s sponsorship of the MTV Video Music Awards (VMAs) airing Sept. 12. Burger King has sponsored the show for the past four years and frequently collaborated with high-profile artists for the occasion.
- Burger King on Thursday released a teaser and album artwork for the song, while the full version will go live on its official Spotify channel and as an audio clip for TikTok on Sept. 12. At the VMAs, Burger King and Aoki will also release a music video as the marketer tries to extend the popularity of a jingle that has boosted brand favorability and sales.
Dive Insight:
Burger King is trying to extend the shelf life of one of its most noteworthy marketing successes in recent memory through a collaboration with Steve Aoki around the VMAs. A teaser video shows Aoki fiddling with his music equipment as the dance-friendly remix starts to take shape.
The “Whopper, Whopper” jingle, originally attached to an ad that debuted in October, is replete with repetitive lyrics describing the signature menu offering, an earwormy quality that led its popularity to skyrocket on social media and captivate meme culture. A version of the track available on Spotify has been streamed more than 7 million times while the associated commercials made a strong splash around the last NFL season thanks to strategic media buys from agency partner PHD. Burger King’s larger “You Rule” creative platform was developed with creative agency of record OKRP and is part of a “Reclaim the Flame” revitalization plan that includes a hefty advertising investment.
“Whopper, Whopper,” which nods to Burger King’s “Have It Your Way” ads from the ‘70s, has been a win beyond internet buzz. Burger King has been on a sales tear this year, with the Whopper experiencing growth following a fallow period for the chain. The Restaurant Brands International-owned company has seen its brand value increase 8% year-over-year to reach $7.7 billion, according to the latest Kantar BrandZ analysis. A bottom-line impact contrasts with past Burger King marketing that scored advertising industry accolades but did not always move the needle on the business front.
Burger King is hoping it can extend the current hot streak, though replicating the original “Whopper, Whopper” phenomenon will be a challenge. The marketer is leaning on its ongoing sponsorship of the VMAs to boost awareness for the new track and music video with Aoki, along with sharing a promotional offer with consumers. Members of its loyalty program, called Royal Perks, will see no delivery fees on orders of $5 or more placed via its app or website on Sept. 12.
Other marketers are ramping up their VMA activity ahead of Tuesday’s broadcast. Pepsi this week said it would re-release past music-video commercials featuring acts like Madonna and Britney Spears for the event, part of a media blitz around the soft drink marketer’s 125th anniversary that leans heavily on nostalgia.
