Burger King: Prom King

Fast-food brand Burger King used OOH and social media to appeal to Gen Z customers and boost sales in the US.

Campaign details

Brand: Burger KingBrand owner: Burger KingLead agency: MullenLowe USCountry: North AmericaIndustries: Restaurants & takeawaysMedia channels: Outdoor, out-of-home, Social mediaBudget: No budget

Executive summary

It's the middle of Q2 2018. Sales are stagnant. Rivals are more popular than ever on social media. The brand needs a big, attention-driving splash, but all non-essential marketing budgets (like social media, ours) have been frozen. What's a brand like Burger King to do?

To cut through the cluttered feeds of a marketing-averse Gen Z, we needed to do something relevant...

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