TITANIUM Intergrated Lion Cannes 2008 : WHOPPER FREAKOUT : BURGER KING

Burger King - Whopper Freak Out
Behind the Whopper freak out...



Title: WHOPPER FREAKOUT
Advertiser/Client: BURGER KING
Product/Service: BURGER KING
Entrant Company, City: CRISPIN PORTER + BOGUSKY, Miami
Country: USA



Credit Details:
Name Position Company
Rob Reilly Creative Director Crispin Porter + Bogusky
Bill Wright Creative Director Crispin Porter + Bogusky
Jeff Benjamin Interactive Creative Director Crispin Porter + Bogusky
Ryan Kutscher Associate Creative Director Crispin Porter + Bogusky
Paul Caiozzo, Andy Minisman; Dan Treichel; Julia Hoffman Art Director Crispin Porter + Bogusky
Ryan Kutscher, Omid Farhang; Nathan Dills Copywriter Crispin Porter + Bogusky
Thomas Rodgers Designer Crispin Porter + Bogusky
David Rolfe Director Of Integrated Production Crispin Porter + Bogusky
Winston Binch Executive Integrated Producer Crispin Porter + Bogusky
Chris Kyriakos (Sr), Aymi Beltramo Integrated Broadcast Producer Crispin Porter + Bogusky
Harshal C. Sisodia Integrated Interactive Sr Producer Crispin Porter + Bogusky
Henry-Alex Rubin Director Smuggler
Patrick Milling Smith; Brian Carmody; Lisa Rich Executive Producer Smuggler
Allison Kunzman; Laura Thoel Head Of Production Smuggler
Drew Santarsiero Producer Smuggler
Learan Kahanov Director Of Photography
Adam Pertofsky; Chan Hatcher; Matt Murphy; Wyatt Jones Editor Rock Paper Scissors
Crissy DeSimone, Tricia Sanzaro Producer Rock Paper Scissors
Dan Aronin; Gabriel Britz; Neil Meiklejohn Assistant Editor Rock Paper Scissors
Eugen Cho (Composer) Music Amber Music
Bill Meadows Executive Integrated Music Producer Crispin Porter + Bogusky
RED Interactive (Development Partner) Dan Sormani (Exec. Producer), RIO (Post Production) Lifelong Friendship Society (Design & Animaton)
Mark Dennison (Fire Artist), Andy Davis (Inferno Artist) Lime Studios (Audio Post), Dave Wagg; Rohan Young; Loren Silber; Mark Meyuhas (Audio Engineers) Stephanie Boggs (Exec. Producer), Shawna Drop (Producer)
Jessica Locke (Producer) Matthew Ray (Assoc. Technical Director) Scott Prindle (Technical Director)
Michael Tseng (Interaction Designer) Stewart Warner, James Luckensow (QA)



Description:
To celebrate the 50th Anniversary of the WHOPPER®, BURGER KING® created an innovative media campaign in which America's favorite burger, the WHOPPER®, was removed from the menu for a day and hidden cameras captured customers candid reactions. The first component of the campaign explored deprivation to see what would happen if America's most beloved burger was removed from the menu without any announcement. The social experiment was taken to another level when in lieu of the WHOPPER® customers were given competitors' burgers. When the customer returned to the counter to discuss the problem with the manager, the King presented the customer with a Whopper and revealed the hidden cameras.


Launch And Execution:
On December 9th, 2007, a variety of television, interactive and print executions rolled out to promote the 50th anniversary of the WHOPPER®. Along with the TV spots, whopperfreakout.com was introduced. This website featured a long format video of both the Freakout and Fried components as well as behind-the-scenes footage of the filming of the campaign. Interactive flash and rich media banners were released to several websites to promote the campaign as well as a USA Today Print Ad, WHOPPER® vs. Big Mac OOH and Silly WHOPPER® OOH where the focus was on the dramatic size difference between the WHOPPER® and the Big Mac. Also, on December 6, the King was immortalized and a wax figure of the King was unveiled at the Madame Tussauds Wax Museum in NYC.


Results:
Our Whopper Freakout campaign drove traffic and sales of the WHOPPER® up 29%. Not only did the campaign drive significant brand relevance but also the ads became the most-recalled campaign in IAG history. The website created for this campaign, whopperfreakout.com, received 4 million views by mid-March and had 250,000 unique visitors in the month of December alone. Spoofs and parodies of the television ads were created by SuperFans and posted on YouTube. Not only did the campaign help strengthen the sales at BURGER KING® restaurants nation wide, but also, competitors showed signs of slower traffic.

Link: http://www.canneslions.com/winners/titanium/win_23_1.htm