Dive Brief:
- Fast food chain Burger King wanted to reach its target audience, young males, with pre-roll YouTube ads, but knew the ads weren't well-liked by that demographic.
- To help overcome the problem, Burger King made 64 different self-deprecating pre-roll ads that are tailored to particular video topics popular with young males.
- Each clip is the same, with two young males sitting in a booth saying how much they hate YouTube pre-roll ads and how much they would rather be watching whatever type of video is about to play, like graphic animal attacks, screaming goats, a Jimmy Fallon clip, or a music video.
Dive Insight:
This type of specific ad targeting has never been attempting with YouTube pre-roll video ads before, but the self-deprecating humor could certainly be a big hit with Burger King's target audience. If successful, this type of video ad targeting has the potential to become popular with other brands. Brands from all industries are constantly searching for new ways to reach viewers, and Burger King's idea could be a brilliant way to do so.
