Breaking the mould – Burger King’s latest ad
The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. This fortnightly update shares top tips to help you foster creative and challenge the status quo and summarises the news that matters.
An acquired taste: Our look at Burger King’s mouldy Whopper ad
Burger King isn’t known for being the shy and retiring type when it comes to its advertising approach. For a brand whose food is widely reported to appeal to all, its marketing has traditionally been proudly divisive; and its latest campaign around its new Whopper recipe is no exception, serving up a brand-new slice of debate, with a side of…mould.
Drawing attention to the chain’s decision to remove all artificial preservatives from its signature burger, the fast food chain gets real about the realities of “proper” food in its latest advert.
Set to a musical backdrop of Dinah Washington’s “What a Difference a Day makes”, the video shows a time-lapse of a fresh burger’s journey over the course of 34 days: wilting, sprouting fur, before eventually turning green and mouldy. The last word comes in the form of the strapline on-screen, which reads, “The beauty of no artificial preservatives”.
As campaigns go, it’s a far cry from the highly stylised “glistening beef and crunchy green lettuce leaves” fare of days past – and the industry and consumer response has been polarised. The social media jury is out, with commentary on Twitter ranging from, “The @BurgerKing WhopperInAMould campaign takes bravery to a different height”, to the altogether more damning, “This is what happens when admen try to impress other admen and forget about the consumer.” A veritable mixed bag of reviews.
From a marketer’s point of view, when it comes to hawking a known and loved product – particularly for a behemoth like Burger King – it is largely immaterial if the conversation around the advert is favourable or otherwise. What matters is that people are talking.
For a brand, clicks are king. And media (social and traditional) is the king-maker. So, regardless of which side of this particular food-based fence you find yourself on, the advert’s success is in its shareability. And that’s evidenced by the campaign’s ubiquitous coverage, with articles popping up everywhere from Ad Age to Vice.
For that reason, it’s a flame-grilled thumbs up from us.
The Innovation team is always interested to hear your views – is this moreish marketing or enough to put you off your lunch?
Study finds that a quarter of climate change Tweets are from bots
Research from Brown University has found that a quarter of climate change posts are written by bots. The majority of posts create the impression that there is a high level of climate change denial. The research analysed 6.5 million tweets from the period surrounding President Trump’s June 2017 announcement that he was removing the Untied States from the Paris climate accord. Brown could not identify who set up the bots, but they noted that there should be concern over the manipulation of messages.
TikTok viral stars could make up to 1 million per post
According to a report, more than half of Millennials and Generation-Z (those aged between 13 and 38) aspire to become social media influencers. TikTok is increasingly a popular platform for people seeking to monetise their talents, as unlike Instagram or YouTube, it tends to reward people who do not have an existing celebrity status. Market research company, Morning Consult, estimates that popular TikTok stars could be paid up to $0.005 per follower for sponsored posts. Although users are not making 1 million per post yet, an example of a marketable TikToker is Loren Gray, a 17-year old from Pennsylvania who currently makes £152,000 per post. Gray has secured a record deal with Virgin Records and some of her posts have received over 2 billion likes.
Facebook publishes whitepaper on Standardised Online Content Regulation
The social network has published a new whitepaper which outlines the key questions that need to be addressed in order to implement universal content regulation for websites and build a strategic framework for such rules moving forward. Facebook says that there are content regulations in place for all other forms of media, and similar should be in place for the online world – which would lessen the burden on Facebook and other platforms to decide for themselves what is not acceptable, while also instituting a baseline measure across all social networks and entities.
The International Paralympic Committee is given “energetic” new identity
The International Paralympic Committee (IPC), which organises the Paralympic Games, has been given a new look in time for the summer games in Tokyo. The colours of the logo have been brightened to match the Olympic ring colours. Though it is a subtle change, it gives it a refreshing and exciting feel to proceedings. The design pushes the Paralympics forward in their goal of being seen as equal to the Olympics.
Smart speakers could accidentally record users up to 19 times per day
Smart speakers like Amazon Echo and Google Home are triggered by private conversations and TV shows. Non-wake words are ones that are incorrect but may rhyme with the correct trigger word that the smart speaker should recognise. The research has revealed that non-wake words are triggering the devices up to 19 times a day. Major manufacturers of this, such as Amazon have said they are constantly working on training their speech recognition and natural language understanding systems.