In its newest action, Burger King, known for its creativity and daring, proposed a challenge to consumers: last Sunday, October 16, it invited people to participate in the #LAMBIDAÇOBK. The call for the challenge was made in a commercial for Fantástico, on Rede Globo: to win a free sandwich, viewers posted on Twitter or Instagram stories a video or photo licking the TV screen, at the time of the commercial’s airing, using the hashtag #LAMBIDAÇOBK.
The action created by the DAVID agency is part of the promotion of a brand launch, the BK Original Cheddar. In one minute, the video introduces the sandwich and the new cheddar-flavored creamy sauce and, with an engaging and challenging voiceover, calls the consumer to activation. The thousand people from the capitals of SP and RJ who published their videos and/or photos in the first 10 minutes after the exhibition won the prize. Consumers who completed the challenge within the time indicated in the commercial will receive the product through credits of points in Clube BK, the network’s benefits program.
Fabricio Pretto, Creative Director at DAVID, said:
“Burger King is a brand that lives by testing its limits. This time, we decided to take the concept of appetite appeal to the extreme. Inviting the audience to lick the TV is something only BK could do.”
Customers registered in the Burger King loyalty club can score points in all channels of contact with the brand: in the BK App, in self-service totems, in restaurants, BK Drive, BK Delivery and even in purchases made through iFood. To download the app, just access the mobile app store. Available via iOS and Android.
BK Original Cheddar consists of brioche bread, sautéed onions, 120g tall and juicy meat, and, of course, the newest creamy cheddar cheese sauce, worthy of licking the screen.
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