Lucky Royal Perks participants will win dogecoin, ethereum and bitcoin
Marketing makes strange bedfellows. The proof? Burger King and Robinhood, the online brokerage, team up this month for a campaign giving cryptocurrency to the fast-food company’s customers. Participants in Burger King’s Royal Perks digital loyalty program who spend $5 or more using its app, website or on in-restaurant orders (using “My Code” during checkout) can win dogecoin, ethereum and bitcoin.
Burger King will give away 2 million dogecoins, 200 ethereum and 20 bitcoin. Dogecoin traded at 27 cents on Nov. 1. Ethereum is worth about $4,293, per CoinMarketCap. The odds of winning bitcoin, worth more than $60,000 are approximately one in 100,000. To receive their prizes, winners must have or open a Robinhood crypto account with the brokerage’s app. The promotion ends Nov. 21, and prizes must be claimed by Dec. 17.
Through this innovative marketing campaign, Burger King hopes to entice more people to use its app, and Robinhood, known for its commission-less trading, hopes to benefit by expanding its digital currency business. (Robinhood recently made headlines when its customers teamed up to boost the price of Gamestop stock.) Cryptocurrency, aka crypto, “can be difficult to understand,” Burger King said in a statement. “We wanted to bring crypto to our guests in a way that was accessible and digestible (literally and figuratively) — through our food.”
All of the fast-food burger giants have aggressively sought to add customers to their loyalty programs. As an incentive to use the Royal Perks program, Burger King offers the chance to earn 10 of its crowns for any purchase. These crowns can be redeemed for free menu items. Royal Perks subscribers also have access to limited-time products and complimentary daily perks. Burger King CEO Jose Cil has said that other marketing tactics have been disappointing of late, which is why his company has decided to instead focus its efforts on Royal Perks.
Robinhood head of partnerships Vikram Grover told The Drum that “cryptocurrencies have become an important part of the financial world,” adding that “many Americans interested in this asset class don’t know how to start their journey or feel that the system isn’t built for them. [This promotion will be] reaching a new – and existing – audience for us, and we hope to help people start their crypto journey and take their first bite into crypto.”
As part of the campaign push, the fast-food franchisor shared videos on YouTube entitled “How to Crypto with Burger King.” And in case you’re wondering, Burger King didn’t say whether it planned to accept cryptocurrency at its restaurants in the future.