Facial Recognition Powers Burger King’s Hangover Whopper

BurgerKing Hangover Whopper

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

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Mary Vinnedge is an award-winning journalist who has served as editor in chief, managing editor and senior editor at national and regional publications, including SUCCESS and Design NJ magazines. She also held reporting and editing roles at The Dallas Morning News and Charlotte Observer newspapers.

Before Mary began covering franchise news and trends as a staff writer for FranchiseWire and Franchise Consultant Magazine, she developed articles on topics ranging from lifestyle, education, health and science to home projects, horticulture, gardening, interior design and architecture. These articles included her reporting on academic news at her alma mater, Texas A&M University, when Mary worked in the marketing department of the Texas A&M Foundation. She continues to be a news junkie and subscribes to several publications.

Today Mary and her husband are empty nesters living on Galveston Island near Houston. The couple’s blended family – scattered around the United States – includes five children, four grandchildren and two very spoiled, very barky miniature schnauzer rescues.
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