The Brief – 18-24-year-olds who don’t think Burger King is cool. They don’t watch much TV, are skeptical of marketing claims, don’t visit Burger King as often as their parents, and seek out real and authentic experiences and brands (which they don’t associate with the ‘fake’ world of fast food). Develop an idea that recruits a new generation of Whopper lovers through an exciting delivery experience, creating a meaningful connection between young guests and the Burger King brand.
Full Brief from D&AD download, here
MY ROLE – co-strategist & visual designer; collaborated with my partner on the solution we wanted to focus on, and then developed a high-fidelity wireframe of our product
IDEATION – everyone loves free things, so why not make that the draw into trying Burger King. We wanted to have our solution be legit, meaning it wasn't fluff, which many Zillenials/Gen Z can easily see through. We also wanted to add a fun cavitate to our promotion, and it was more than 'join our mailing list' hence why we incorporated GPS capabilities
The Solution – A Mobile Promotion called, "The Buddy Burger BOGO"
is our initiative to combine saving some coin while bringing people together, all under the Burger King reign. Using GPS capabilities on smartphones, the Buddy Burger BOGO would utilize the existing Burger King app to offer new exclusive rewards— the catch is that you have to meet a person beyond the screen. We found that many within the 18–24 age range associate eating out as social interaction, as opposed to simply feeding oneself. We wanted to spice up the dining experience by introducing *someone new. By using Bluetooth capabilities, the Buddy Burger BOGO would make sure your new buddy is within close proximity while at the designated Burger King restaurant in order to share the exclusive deal. Share the love. Share the reward.