Geolocation data helps Burger King reward those who stay at home the longest
Burger fans in Brazil can now earn a free Whopper if they stay indoors, thanks to a new geolocation activation in the Burger King app.
Brazil is now among the countries hardest hit by coronavirus. Despite the fact that on 3 June Brazil recorded the highest number of deaths from the coronavirus in a single day (1,349), a day later, the country started easing restrictions.
In response, the David offices in Miami and São Paulo cooked up a nifty way to encourage people to stay at home.
Turning the Burger King app into a social distancing device, users that that agree to be monitored by its geolocation tool will be rewarded, with prizes increasing proportionally as they commit to social distancing. The rewards range from snacks to vouchers for free combos.
“Even with the social distancing recommendation, we want to be present in people's daily lives in a relevant way,“ explained Thais Nicolau, director of communication and innovation at Burger King Brazil. “This is why we developed an unprecedented and innovative action, that also encourages people to stay at home by rewarding them. We thought a lot about how to make the topic lighter, considering our responsibility as a brand and company.“
The ‘Lockdown Whopper‘ campaign marks the latest in a number of initiatives introduced by Burger King to encourage people to behave responsibly during the pandemic.
In the US the chain utlised an apt take on its iconic tagline to help mitigate the spread of Covid-19, by urging fans to 'Stay Home of the Whopper’ .
En attendant l'original. pic.twitter.com/BehZf0qBFQ
— Burger King France (@BurgerKingFR) March 30, 2020
And over in France, Burger King let people in on the secret to making a Whopper at home, with some easy-to-understand pictorial directions.
A tweet sent out by the French arm of the global chain states ‘Le Whopper de la quarantaine’ on a poster, with an illustration on how to put one together.