BK Brazil Turns Holiday Regrets into Discounts and Promotions
Holiday revelers may complain of having a whopper of a hangover, and Burger King Brazil helps folks find a silver lining in the miserable experience. The South American fast-food purveyor invites suffering souls to participate in an interactive, facial-recognition experience that evaluates their hangovers and rewards them with coupons based on the severity of their symptoms, according to a report in Ad Age.
Agency DM9, an advertising firm, is the mastermind behind the Hangover Whopper experience, which is offered through the home screen of the Burger King Brazil app. Here’s how it works: Cutting-edge technology evaluates a selfie uploaded by the over-imbiber and assigns a value of 1 to 3. The higher the number, the worse the hangover – and the more food (and larger discount) that will be offered to the participant, Ad Age said.
The coupons will reduce the prices of Whopper, Whopper Double and Whopper Jr. Double, Ads of the World reported. The coupons are valid only for deliveries and the promotion will continue only through Jan. 2.
Burger King’s Hangover Whopper Promotion
This is not the first time that Burger King has tried out creative marketing and bold innovations. Icaro Doria, co-president and chief creative officer of DM9, tipped his cap to Burger King for rolling with the hangover initiative. The brand uses “boldness, innovation and irreverence as essential ingredients” in its marketing, Ad Age quoted Doria as saying. “In this case, the use of facial recognition technology combined with humor will generate another fun connection with consumers,” he added.
The Ad Age report noted that studies have documented how alcohol consumption influences facial recognition. One study even suggested that alcohol can heighten a person’s sensitivity to expressions of disgust and contempt.
Screenshot credit: Burger King
