Burger King is taking the concept of the cheat meal to a whole new level, by encouraging Whopper loving New Zealanders to cheat on their beloved with the new TenderCrisp Chicken Burgers.
And where better to cheat? A motel of course.
So the burger chain has opened Motel Burger King - a discreet location where people can cheat on beef.
To create Motel BK, Burger King have completely taken over an existing motel on Auckland’s North Shore.
The beds in each room have been replaced with two booths and a table. The road front sign, toiletries, dressing gowns, slippers, stationery, towels and reception area have all been rebranded.
Rooms can be booked to try the new Honey & Soy, Mango Chilli and Lime, and Peri Peri TenderCrisp Chicken Burgers by interacting with posts on Burger King’s Facebook page.
If your booking is confirmed, you and three friends are assigned a room. When guests arrive they’re required to check into the motel through their Facebook account. Each guest is then incentivised to share photos of their 30 minute stay using the hashtag #motelBK.
Colenso BBDO the agency responsible for this campaign, senior digital & social Ssrategist, Neville Doyle said: “With Motel BK we are aiming to not only get our great TenderCrisp burgers in front of our most passionate fans, but also create such a unique brand experience that they will be keen to share it, and the BK message, with their extended social networks”.
James Woodbridge, GM marketing Burger King said: “New Zealanders know Burger King are all about flame grilled beef burgers. But this does present a challenge when it comes to marketing and selling chicken. Motel BK was a bold, audacious way for us to make it ok for our loyal beef-loving customers to cheat on beef with our new range of chicken burgers".
The team hope that by the end of the six week campaign, the only one left unaware of BK’s new chicken range will be The Whopper.
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