By: Adnan Arnautlija
It seems that Burger King is resolved to prove that it wasn’t declared Marketer of the Year at the Cannes Lions 2017 for nothing. After the brilliant anti-bullying stunt last year, the brand has now launched a very similar stunt, but this time revolving around a different cause – net neutrality.
Namely, in December last year the FCC in the US repealed net neutrality rules which concern internet access for the public, which left many worrying that broadband providers could charge more for better internet speeds and services.
Still, Burger King notes that the very notion of net neutrality is a bit confusing, so they decided to explain it with an elaborate stunt in which they charged patrons more for their Whoppers if they don’t want to waith longer.
https://www.youtube.com/watch?v=ltzy5vRmN8Q
The spot was made by the agency David Miami, which has done many of the recent stunts for Burger King, including the anti-bullying one.
What we find striking in this example is that Burger King doesn’t shy from pissing off their customers to prove an important point, and kudos for that to them.
“We believe the internet should be like Burger King restaurants, a place that doesn’t prioritize and welcomes everyone,” said Fernando Machado, Burger King’s global chief marketing officer. “That is why we created this experiment, to call attention to the potential effects of net neutrality.”
