Burger King found an ingenious way to tap into Star Wars fever in the German market in December 2019, alongside the release of the final instalment in the film franchise. The challenge was that the burger brand was not allowed to name the film or characters from it, or use any Star Wars imagery.
The result was Spoiler Whopper. Star Wars fans would get a free Whopper in exchange for hearing spoilers for the film one week before its release.
Customers had to access the new voice recognition feature on the Burger King app. By reading aloud one of the "Epic Space Saga" spoilers, they received the mobile voucher for a free Whopper.
Legal issues would be avoided as long as the film was referred to as “the biggest space saga of all time” or “the story about the galaxy far, far away”, and no Star Wars images were used. 'Spoilers' were all taken from the internet.
A video for the campaign saw fans invited to a specially decorated Burger King branch in Berlin, where spoilers were printed on the straws, burned into the fries, and integrated throughout the menu.
The campaign was a galactic hit, with 2.2bn impressions across the globe. Purchase intent doubled as positive perception of the brand grew 330 per cent. App downloads increased 75 per cent.
Judge's comment: "Brilliant. Creative, insightful and results-driven."
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