Photo by Ismail Hadine on Unsplash | ©Milkos via Canva.com
Timed to the many drinking occasions that arrive over the holidays, the Brazil wing of Burger King launched a “Hangover Whopper” interactive campaign, using facial recognition technology to dole out coupons based on hangover severity.
Accessible through a microsite and the brand’s mobile app, the campaign encourages consumers to take a selfie of themselves. Facial recognition software then scans their face to “measure your hangover level, from one to three,” according to a press release. The higher the number, the greater the discount. The site will also recommend which combo — Whopper Jr. Double, Whopper, or Whopper Double — best fits their post-party state. Customers are then prompted to promote their results via social media.
The effort was created in partnership with agency DM9 and runs through Jan. 2, with coupons available only for BK Delivery. Icaro Doria, co-president and CCO of DM9, said, “The use of facial recognition technology combined with humour will generate another fun connection with consumers.”
Ad Age reported that studies have documented how alcohol consumption influences facial recognition. One study even suggested that alcohol can heighten a person’s sensitivity to expressions of disgust and contempt.
The Burger King campaign comes as facial recognition has become more common, with people regularly using the technology to unlock their mobile phones, log into apps such as a healthcare portal or ticketing app, or access their bank account.
Experimentation also continues around facial technology in advertising, particularly in delivering personalized ads based on the technology’s ability to read into an individual’s age, gender, or mood.
However, the technology remains controversial due to privacy concerns. Rite Aid was recently banned from using the technology for five years by the FTC for improperly using it to combat shoplifting.
A survey from AI developer Orium, formerly Myplanet, found that 56% of U.S. adults are comfortable with self-checkout kiosks, even though facial recognition is a component of that technology. However, only 35% were comfortable with AI-targeted smart ads, 30% with in-store facial recognition, and 20% with geofencing.