The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By The Drum Team, Editorial

June 16, 2011 | 2 min read

Nothing like getting yourself noticed, even if your client is going elsewhere! US agency Crispin Porter + Bogusky have done just that with a TV show in which the star is a non-stop burger on the grill. Keep watching - and you get a free one, but no dozing off!

In fact their final innovative work for the client is probably their most talked about ever. "It literally has consumers glued to their TV sets" as one writer put it and has drawn wide praise from other agencies.

CP+B, headquartered in Miami and Boulder, has launched a dedicated channel on American DirectTV, 111, called Whopperlust on which viewers are challenged to keep their eyes glued to a Whopper which never stops revolving .

There is an incentive: The longer you watch, the more Whoppers you earn. Five minutes earns one burger, ten earns two. Prompts on the screen from time to time ask consumers to press a button to make sure they're still watching.

Burger King has already given away 50,000 Whoppers-and, according to CP+B, Americans "have stared for over 300,000 minutes" so far.

The parting of the ways with the agency - which had been with BK for seven years and created the "King" mascot - follows Burger King's acquisition by 3G Capital for $3.26 billion last September. Earlier this month Burger King named McGarry Bowen, of New York and Chicago, whose clients include Disney, Verizon and Reebok, as their new U.S. agency

Burger King

More from Burger King

View all