Burger King: Ring King

The Situation: Most fast-food restaurants had prioritized associating themselves with delivery services. By not being known for delivery, Burger King had fallen behind key competitors. To change this, they needed to get everyone talking about their new partnership with Uber Eats.

The Insight: With many more people starting to use doorbell cameras, a trend of people sharing their funniest and most outrageous doorbell cam footage to social media stated occuring. The doorbell camera had become a powerful source of content creation, and the doorway was its stage.

The Strategy / Brief: Get consumers to bring attention to BK’s delivery offering by getting them to share the doorbell cam footage of their Burger King Uber Eats deliveries.

The Idea: Ring King - The King himself delivered Burger King and Uber Eats surprises to homes with doorbell cameras.

The Results: The King making Uber Eats deliveries to homes with doorbell cameras worked. People shared the footage to social, which led to a 124% increase in mentions of BK delivery, resulting in a 26% increase in delivery sales.

Awards: 2021 Effies: 1x Gold, 1x Silver, 1x Bronze, 2021 WARC: 1x Gold, 2020 One Show: 6x Shortlists

__________

Agency: MullenLowe

Role: Group Strategy Director

Year: 2019