Burger King splices doorbell footage into video ad for Uber Eats delivery

Brief:

• Burger King created a promotional video from doorbell footage to promote the nationwide expansion of Uber Eats delivery, per an announcement.
• The burger chain’s King mascot visited hundreds of Los Angeles-area homes that had Amazon Ring doorbell cameras, and ad agency MullenLowe collected the video footage to create the 30-second spot, Adweek reported.
• Burger King fans can check out the doorbell footage at the chain’s Twitter account, which has 1.8 million followers, while the campaign video is available on its YouTube channel. As part of the promotion, Uber Eats is offering free delivery on orders of $15 or more from Burger King until Oct. 27.

Insight:

Burger King’s quirky online video that features footage from real doorbell cameras was inspired by the growing popularity of the mobile-connected doorbells. Amazon Ring has spurred some of that popularity with a mobile app that enables social sharing of home-security footage and neighborhood watch bulletins. In creating the campaign, the marketing team had to scout neighborhoods to identify areas where smart doorbells are more common, Adweek reported.

The creative ad campaign arrives as delivery service becomes an increasingly important focus for fast food restaurants responding to shifting consumer preferences. More than half (56%) of people ages 21 to 38 placed a delivery or takeout order using a restaurant’s mobile app or website in the past year, per a survey by the National Restaurant Association. The industry group found that more than 60% of millennial diners want restaurants to use technology that makes ordering and payment easier, and to make takeout and delivery more convenient for their on-the-go lifestyles. Burger King’s archrival McDonald’s also partnered with Uber Eats on a variety of promotional offers, including last month’s giveaway of branded loungewear to promote delivery.

Burger King’s recent campaigns have incorporated mobile content in a variety of ways, often localized to the specific market. The chain’s Germany arm last month created a geotargeted campaign that built on the publicity for horror movie “It Chapter Two” while taking aim at McDonald’s and its iconic clown mascot. In France, Burger King introduced the “Democratic Burger” to give consumers the chance to vote on founder’s day, a French holiday that celebrates democracy. In Brazil earlier this year, Burger let mobile users virtually burn the competition’s out-of-home ads with an AR animation that revealed a coupon for a free Whopper. In the U.S., the brand pushed downloads by creating a contest for people saddled by student loan debts.