Burger King: Burger King

Credits & Description:

Brand BURGER KING
Entrant MULLENLOWE BOSTON
MULLENLOWE Boston, USA Entrant Company
MULLENLOWE Boston, USA Idea Creation
MULLENLOWE Boston, USA Production
ALISON BROD MARKETING AND COMMUNICATIONS New York, USA PR
MULLENLOWE Boston, USA Media Placement
Mark Wenneker MullenLowe Boston Chief Creative Officer
Dave Weist MullenLowe Boston Executive Creative Director
Tim Vaccarino MullenLowe Boston Executive Creative Director
Jon Ruby MullenLowe Boston SVP Creative Director
Enrique Camacho MullenLowe Boston SVP Creative Director
Dustin Johnson MullenLowe Boston SVP Creative Lead, Social & Digital
Arielle Mulgrew MullenLowe Boston Community Manager
Cody Dummer MullenLowe Boston Senior Copywriter
Erika LaPresto MullenLowe Boston Senior Photographer
Mike Cassell MullenLowe Boston Strategy Director, Digital/Social
Kerry McKibbin Vermeersch MullenLowe Boston VP Account Director
Caroline Bailey MullenLowe Boston Account Executive, Social
Anne Love Feild MullenLowe Boston Senior Content Designer
Amy Keddy MullenLowe Boston Senior Business Affairs Manager
Jake Stafford MullenLowe Boston Editor
Eric Skvirsky MullenLowe Boston Content Producer
Entry Summary
The month of May in the United States is the season for high school proms. A time when teenagers, who can muster up the courage, ask one another to the big dance. As a modern brand, Burger King’s ongoing mandate is to cleverly insert itself into timely and relevant events to better connect with its target audience. It also serves as an engaging and constant reminder of the brand to that same audience. With that in mind, the opportunity presented itself to tie into the prom season while connecting in a completely unexpected way to one of our main rivals.
Brief Explanation
The marquee outside the selected Burger King in Lynn, MA was updated to read, “@WENDYS PROM?” Within a few days the sign was spotted by passersby and began to garner attention on social. Burger King then decided to post a photo of the sign to its own social media accounts (Twitter, Facebook). Soon thereafter, Wendy’s accepted our promposal on social, and the conversation captured the hearts of the internet. Burger King responded almost immediately on social with an image of its marquee sign yet again, but this time with a message that read, “SHE SAID YES!” with a corsage being held out in the King’s hand.