Late last year, Colenso BBDO experimented with pre-rolls by creating 64 versions of the same ad, and now they’re at it again. But this time, instead of aligning the ads to the topics YouTube viewers are browsing, Colenso is using footage of in-store customers in a new promotion for the return of the ‘Outlaw ‘burger.
Over the course of the next few weeks, Colenso will be adding security camera footage of customers that purchase the burger to a series of pre-rolls, online banners and social media. Once the advert has been released, the public will be given one day to identify the person depicted in the ad, and the first person to do so on the Burger King Facebook group will be given a $250 reward.
James Woodridge, the general manager of marketing at Burger King, is enthused by concept, and claims that it “lends itself perfectly to a manhunt or womanhunt.”
Colenso BBDO creative director Levi Slavin, who will soon be departing for New York, is also optimistic about concept.
“Buy an Outlaw and get a price on your head. It's a deliciously simple game that connects social media to the cash register. We're really excited about the new Outlaw campaign and, if the initial response is anything to go by, so are burger lovers,” he says.
The campaign will run nationwide, which means that anyone who purchases an 'Outlaw' burger at one of the franchise outlets throughout the country could end up appearing in an advertisement for the company.
Anna Holloway, the senior account manager on the project, also points out that footage will only be used if the person chosen gives consent.
“Outlaws are processed in-store, and understand in doing so they are in the draw to be our featured daily ‘Outlaw’ – and that their likeness will be featured on advertising material lending to the manhunt,” she says.
“New pre-rolls and digital banners are dispatched daily, specific to the featured Outlaw, [but] the creative on the posters [in cities] doesn't change.”
Interestingly, this isn’t the first time that surveillance footage has been used in an advertising campaign.
In April last year, California-based Kent’s Meats used footage of a bumbling burglar in polka-dot trousers in an advertisement for its "award-winning pastrami."
Clemenger BBDO also used faux hidden-camera footage in its drug-driving campaign that featured a series of scripted interviews with shopkeepers.
A key difference between these promotions and the latest offering from Colenso is the advertising channel used. While Clemenger and Kent's Meats opted for standard TVCs, Colenso has instead gone for pre-rolls.
And given that pre-rolls remain one of the most detested forms of advertising, it will be interesting to see how consumers respond to the campaign over the next few weeks.