Burger King Mobile/App & Web Design
Turn the next generation into flame-grill purists with a big, bold advertising idea
Background
Burger King has stood for flame-grilling since 1954. Other chains cook their burgers on flattop grills (effectively frying the meat), but Burger King burgers are cooked over an open flame grill, searing in that great flavour.
Science fact: three out of four people prefer a flame-grilled burger. Why? Because beef + fire = magic. However – despite 63 years of telling everyone that it’s the home of the flame-grilled Whopper – less than a third of 18-24 year olds know that every Burger King burger is grilled, not fried.
The Challenge
Come up with a fun, funny, interesting or other appropriately memorable way of communicating the core message, BECAUSE FIRE IS BETTER.
Execute the “flame-grilling since 1954” message in a new, relevant way that makes younger, more cynical consumers want flame-grilled burgers, not fried. Get them to buy into, understand, and retain this message, and ultimately give Burger King another try.
Your solution needs to get this younger audience talking about flame-grilling. If your idea feels like the stuff of a Buzzfeed headline, then you’re on the right track.
Who is it for?
Your audience will be a tough nut to crack. 18-24 year olds:
- Don’t watch much TV
- Are skeptical of marketing claims
- Don’t visit Burger King restaurants as often as their parents
- Don’t think Burger King’s especially cool
- Seek experiences and brands that are real and authentic (they see fast food as fake)
What to Consider
Cut through the noise and get noticed A billboard in Piccadilly Circus might be impressive to an older audience, but it’s old school to these guys. A big, splashy TV commercial that airs across the country might make the media agency happy, but will it show up in your Facebook feed? Get made into a meme? Or written up in the New York Times? Come up with something that could get this kind of attention.
Deliverables
You are not expected to create a fully realized practical outcome.
Your refined design solution concept should be submitted in the form of a pitch presentation in assignment 3.
Your design solution must leverage one of the following design mediums:
- Animation / Motion Graphic
- Mobile application design
- Website
- Game design
Please read the full assignment brief for further details on the expected deliverables.
