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Burger King unveiled its Hangover Whopper in Brazil in collaboration with the PR agency DM9. The fast-food chain launched this new campaign that uses facial recognition to rate the level of hangovers this holiday season.
Continuing the BK Tradition
The best thing about the availability of the new Burger King Hangover Whopper is that it is also offering special discounts to customers. The Brazilian unit of BK worked with DM9 to provide the special markdown on Whopper burgers using the chain's app along with a dedicated web page.
Marketing Dive reported that this new Burger King event was created in line with its "Whopper Detour" and "Burn that Ad" campaigns, which also make use of mobile technology to increase sales by driving engagement.
How the Hangover Discount at Burger King Works
The new campaign only requires simple steps, where the customers are asked to take a selfie using the dedicated BK app. Once the picture is taken, the face recognition tool will immediately determine the hangover level of the person.
Based on the results, the app will offer specific combo meals and discounts that can be used at Burger King stores in Brazil. The facial recognition feature scans the face, and the degree of the hangover or drunkenness is measured. Customers will get discounts and menu offering recommendations based on the result or level of hangover.
BK's Partnership with DM9
Burger King Brazil created the Hangover Whopper in time for the end-of-year festivities that are usually celebrated with food and alcoholic beverages involved. For this, the burger joint created a promo for customers who had drinks with their friends and families as they enjoyed the holidays together.
"It is a privilege to have partners like Burger King, who use boldness, innovation and irreverence as essential ingredients and are willing to put brand actions like this into practice," The Drum quoted DM9's co-president and chief creative officer Icaro Doria, as saying in a statement. "In this case, the use of facial recognition technology combined with humor will generate another fun connection with consumers."
Meanwhile, the Hangover Whopper is available at Burger King stores in Brazil until Jan. 2, 2024.
Photo by: Justin Wolff/Unsplash
