Why is this case relevant for Use of technology?

The campaign pushes the boundaries of creativity by utilizing technology in a novel and innovative way. The technology behind it, the development of a sky-scanner, which leverages the phone's compass and gyroscope to accurately determine the camera's position and orientation, opens up possibilities typically reserved for professional equipment. This enabled users to point their smartphone camera at the specific coordinates of the Gomez’s Hamburger, elevating an ambitious idea and making it accessible and achievable for everyone. In essence, the campaign takes a highly ambitious concept—locating a faint celestial object millions of light-years away—and makes it not only achievable but engaging for anyone with a smartphone. It transforms a traditionally exclusive activity into something accessible, breaking down barriers in both technology and astronomy, and showing how creative thinking can elevate the potential of everyday devices.

Background:

Burger King is constantly working to improve customer relations and direct communication via its own platforms. Research showed that app downloads directly lead to larger and more frequent purchases at Burger King. The task was to create a campaign that motivated more consumers to download the app.

Insight:

There's a giant burger in the room - and it's flame grilled! Gomez' Hamburger is a 10,000° hot, sun-like star discovered in 1985 by astrophotographer Arturo Gomez.
Idea: The challenge was simple: find the Whopper in space, get a Whopper on earth. Through a specially developed web application, users could access a sky scanner and unlock a free Whopper when they found Gomez's Hamburger.

Results:

2.5 million unique users reached organically on social media.
Campaign generated estimated media value of 1,025,000 USD.
Social media engagement rate index: 341 (compared to previous campaigns).
180% increase in app downloads (target was 80%).
105% increase in website traffic (target was 70%).
The campaign generated an additional 256,879 newsletter subscriptions.
Voucher redemption rate of 62% (target was 45%).
21% increase in upsell (target was 11%).
Burger King's fastest ever voucher redemption campaign.
15,000 whoppers given out in one week

Læs mere