Burger King turns NZ customers into fugitives to promote the return of the Outlaw Burger
Burger King is promoting the return of the Outlaw Burger with a new campaign from Colenso BBDO which turns their customers into fugitives.
The campaign draws on security camera footage from stores around New Zealand using images of customers who order the burger to make them the target of a manhunt with a $250 price on their head.
The first person to correctly identify the featured outlaw on Burger King’s Facebook page will collect the $250 reward.
Colenso BBDO creative director Levi Slavin said in a statement: “Buy an Outlaw and get a price on your head. It’s a deliciously simple game that connects social media to the cash register. We’re really excited about the new Outlaw campaign and, if the initial response is anything to go by, so are burger lovers.”
Each day of the campaign a new “outlaw” will used across online banners, pre-roll ads and social media, with billboards, street posters and radio ads supporting the campaign.
Burger King’s general manager of marketing James Woodbridge said in a statement: “The Outlaw concept lends itself perfectly to a manhunt or womanhunt. We are really interested to see the engagement multiplier through social.”
Credits:
- Agency – Colenso BBDO
- Client – Burger King
- Burger King GM Marketing – James Woodbridge
- Creative Chairman – Nick Worthington
- Creative Director – Levi Slavin
- Art Director/Copywriter – Brett Colliver, Simon Vicars
- Group Account Director – Victoria Graves
- Senior Account Manager – Anna Holloway
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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What happened to privacy laws? Were those being filmed asked for consent? Not sure this will go down very well with customers being filmed and labelled outlaws.
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Viewer – Asked for consent?.
I think they would be paid talent signing a talent release so their clearly identifiable face can be used across billboards and street posters.
Like the campaign. Great idea to get people engaged.
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“manhunt or womanhunt” so PC.
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If that’s the case Konrad, why not just say that in the press release?
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How appropriate, since eating fast food like this is a crime against your health.
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Konrad, the entire idea falls over if that’s the case. I’m sure the talent’s friends would soon be made aware of how they can make a quick $250.
And if that isn’t the case, I’m genuinely interested in how they pulled this off without permissions. Colenso?
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Hi. Sorry. We’ll clarify. When a customer purchases an Outlaw Burger they’re asked whether they want to take part in the campaign. If the answer is ‘yes’, they sign a waiver. If we choose them as our daily outlaw, and they’re correctly identified, then they get $250. And so does the first person to identify them. No paid talent. No talent fees. Just a good ol’ fashioned manhunt. Or womanhunt.
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