US fast food chain Burger King ran a uniquely immersive advertising experience during the Super Bowl that allowed its customers to not only watch, but participate in its TV ad, made from old footage of artist Andy Warhol eating a Burger King Whopper.
Consumers were first made aware that something was afoot when Burger King offered free ‘Mystery Boxes’ with every delivery order over $10 made through DoorDash. These were sent out via FedEx to the same address as customers’ order.
The date of the Superbowl – 2/3/2019 – was emblazoned on the top of these boxes, which contained seemingly incongruous items: a blond wig, an empty ketchup bottle, a ‘vintage Burger King bag’, and a code for a free Whopper with free delivery from DoorDash.
Along with the items, a message from Burger King advised: “You might be tempted to order that delicious free Whopper now. Don’t do it. It’ll be worth it to wait and order on Game Day. Because during the Big Game you’ll see a cool Burger King ad (well…at least we this is cool), and everything will click.”
Customers who ordered their Whoppers on the day of the Super Bowl were then able to play along with the ad. The ad featured video footage of Andy Worhol, with his blond hair, eating a Whopper out of the same bag, and using the same bottle of ketchup. This made the TV ad, invariably a one-directional point of communication from the brand to the consumer, an immersive and participatory experience.
The ad is in itself an interesting piece of self-effacing advertising. Andy Warhol had actually asked for a McDonald’s burger, but one wasn’t available, and throughout the footage Warhol looks distinctly unimpressed. Burger King acknowledged this in a characteristically humorous tweet: “It doesn’t matter who you flirt with, it matters who you take home.”
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