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Burger King Taps Facial Recognition for Hangover Promotion
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.
Discussion Questions
Do you see the Burger King “Hangover Whopper” campaign as fun and engaging or more invasive and depraved? What do you think overall of the use of facial technology in advertising?
Poll
Loading …BrainTrust
Georganne Bender
Principal, KIZER & BENDER Speaking
Cathy Hotka
Principal, Cathy Hotka & Associates
This has to be the most ridiculous use of facial recognition that I have ever seen. It’s invasive, depraved and I doubt it will deliver any meaningful business upside. The master mind behind this believes that, “The use of facial recognition technology combined with humor will generate another fun connection with consumers.” Really? Encouraging people to get really drunk and hung over to get a few bucks off a burger. This is an especially terrible message to be sending to young people. With all the concerns about privacy, why would a brand like Burger King ever allow this type of promotion to go forward? Other than security purposes, I see no meaningful value for retailers/brands to capture facial data without the expressed consent of their customers.
This is so ridiculous it’s brilliant. Do I believe it works? Not for a minute, but it is great for social media sharing. Even the wonky background music in the ad is in on the joke.
You are right on, Georganne. It doesn’t matter if the customer is drunk or not. People will try it and get a reason to go to Burger King. I am sure that even without a beer, facial recognition will reward the customer with a coupon. Maybe the Promotion of the Year.
My first thought was that the food for a promotion like this should be packed in a barf bag. My second thought is that this is an attempt to create a meme that the agency believes will propagate as free media coverage. Oops. That’s what we just did here!
Interesting use of facial recognition for promotional purposes. Rather silly, of course, but will no doubt generate some hits and conversation on social media. Meanwhile, back in the real world, facial recognition technology continues to raise numerous privacy concerns.
Yes! This IS rediculous!!! But Hey — We ARE Talking about it!!!
Win for BK!
BIG WIN!
“Timed to the many drinking occasions” Nothing that starts with those words should win approval.
The food at BK is horrible, so why not promote it as a way to overcome drinking yourself to oblivion?
This is not only ridiculous, it’s dangerous. Aside from the very real concern this promotes binge drinking, giving away this sort of data could have ramifications for people when the next privacy hack happens, and employers, insurance companies, and others have access to your facial metrics, which come with the tag “alcoholic.”
I’ve always been a huge supporter of leveraging new technologies as a means to learn and find new insights, but this is not the right use case. I’d much rather see use cases focused on car Drive Thru recognition or uplifting, positive facial feature recognition for employees and customers.
What a terrible idea. What happens to these scans afterward? What purpose is served by doing this? Savvy consumers will avoid this like the blunder it is.
I’m not even sure where to begin on this one…
The privacy concerns related to this technology have not undergone the level of regulatory scrutiny that is certainly needed as of yet, but I’m fairly sure that this use case is not likely to make the cut. Use in preventing crime, or catching a perpetrator, seems like a better use of this tech, and privacy concerns should be addressed in any regulation not only here in the US but across the world.
As for the use of a promotion that appears to promote “bad behavior”, I’m pretty sure I would not want my brand associated with this effort if I were with BK.
While BK is known for pushing limits in advertising, this seems to be promoting potentially dangerous behavior. Publicity for Publicity’s sake.
The discussion regarding privacy issues is ridiculous. We have surrendered long ago.
I use Global Entry. A few weeks ago, I entered the country from Asia. No passport. No ID whatsoever was required. I was in awe of the speed via facial recognition. I entered the U.S. in a wisp. BRAVO!
Airlines have started to use onboard facial recognition technology. In the U.S. alone, more than 15 airports have set up face-matching systems to help board passengers faster and more safely. Trials have occurred at Los Angeles and San Jose airports, among many others. The new Beijing Airpot is entirely run by facial recognition.
London is the second most surveilled city in the world, with a higher density of cameras than even Beijing. There is no hiding anymore.
The Genie is out, and it’s not going back.
Gene,
I agree with you re: privacy, particularly since this is an opt-in model.
My deeper concern is that the campaign (perhaps inadvertently) promotes hangovers as a “good thing” or at least something funny, when the truth is that alcohol abuse is a serious problem all over the world with some very “unfun” associations. How will someone in recovery see this kind of campaign? What about folks who have lost friends or loved ones to drunk driving or drinking-related disease? How about kids who grew up with one or more binge drinking parents? Sure hangovers are a bade of honor for some college freshman and frat boys but – in a perfect world – they probably shouldn’t be fodder for humor … or promotion.
I actually think activations like this are the only way consumers will opt in to facial recognition- if there’s something fun in it for them. There won’t be much room left for other retailers to mimic this though because consumers will fear it’s the norm.
This is a perfect promotion for the day after a wild New Year’s party. Seriously though, it is novel and crazy enough for a certain customer base to enjoy. I bet people try the app and facial recognition software to see how accurate it is. And others will see if they can fake it out. Others will use a level 3 hangover as a badge of honor amongst friends. And even if it doesn’t catch on, look at all the PR they’re getting.
I do not like it, but I am not who BK is targeting with this gimmick. BK will probably see a spike in demand in the midnight to 2 AM day part, in particular in college towns. I see the late night demand spike fading relatively quickly & with the focus on privacy by both customers & regulators this may end up costing them much more than a temporary demand spike is worth.
My question all pundits aside, is simple…..did it work?
First of all the basis of this campaign is that the drunker you were … presumably having a direct correlation to the severity of your hangover … the more discount you receive. In other words, Burger King is rewarding excessive drinking, not really a great marketing position particularly when the general audience contains recovering alcoholics, children of alcoholics, and potentially people who have lost friends or family members to drunk driving. Sure, it gets attention, but it’s holding g up a pretty big target in front of the brand. Binge drinking maybe popular in college, but it’s really not an activity you want to build your brand around.
As ridiculous as the idea sounds, it’s actually an effective way to increase exposure on social media and drive more customers in to test it. The shelf life and performance won’t last more than a few months, or even a few weeks. But by then, customers will have tried it, and spent their money. For some this is fun, others invasive, but ultimately on the customer to decide, and for Burger King to clearly state how its being used.
If food retail can’t differentiate the brand in any meaningful way, via better food, faster service, nicer people, or a good experience, then getting onto the treadmill of marketing exposure is what’s left.