Execution

For 20 years, New Zealanders have loved The Whopper. We needed them to put that love to one side and try the new TenderCrispTM range of Chicken Burgers. We needed them to cheat on The Whopper, so we gave them the perfect place to do it. Motel Burger King brought the idea of ‘cheating on The Whopper’ to life by creating an immersive experience that spoofed the clichés of a romantic liaison at a suburban motel. To create Motel Burger King, we completely took over an existing motel on Auckland’s North Shore. The beds in each room were replaced with two booths and a table, exactly as they would be found in restaurant. The road front signage, motel reception, staff uniforms, and all of the usual in-room accessories such as toiletries, dressing gowns, slippers, stationery and towels were all rebranded. Each room accommodated four and could be booked via Facebook, Instagram or Tinder. Once their booking had been accepted they were sent a Motel Burger King keycard and check in time. Upon arrival our friendly staff helped guests check in to the motel through their Facebook page. Each group of guests had a room for twenty minutes to try the new burgers, explore the motel and steal the shampoo. Guests were incentivized to share their stay on social media using #motelBK. Over the five day promotion the motel was fully booked, welcoming 870 guests and receiving 5000 booking requests. News of the TenderCrisp Chicken Burgers spread to the Facebook feeds of 2 million New Zealanders - 85% of all New Zealanders on Facebook. There were over 1,000 pieces of user-generated content shared from guests at the motel. Engagement levels on Burger King’s Facebook page, already 20% above the global category norm, increased by 587%. Motel Burger King reached 4.5 million people on Twitter, with no paid media support. After two weeks, TenderCrisp Chicken Burgers outsold The Whopper without affecting sales of our flagship burger.