It is not easy to implement a polished campaign project, especially when you are under time pressure. Burger King Belgium did not hide the fact that it was chasing a deadline that was impossible to meet - the fast food chain recently published an "unfinished" advertisement, calling on fans to make improvements to it.
The idea of publishing an "incomplete" project was created by the creative agency Buzzman. According to the narrative, Burger King Belgium claims that all its efforts focused on setting the lowest possible price, £4.40, leaving nothing for advertising.
The final result of the work on the campaign is a screenshot of an unfinished poster. Apparently there was not even time to place a few product photos and text fields, let alone properly export the file.
The restaurant, however, hopes for an improvement in its graphics. It provides a folder of project files, including the Block Berthold fonts, so that anyone can create a better advertisement.
Burger King missed the deadline and created an unusual campaign
Kun jij het beter? Post je creaties in de opmerkingen. Hier kun je enkele handige hulpmiddelen downloaden ➡ https://t.co/XyRNSx3w0w. pic.twitter.com/H37XgAkeIe
— Burger King België (@BurgerKingBE_NL) October 1, 2019
This is an unusual promotional campaign that definitely catches the eye. What's more, its format is perfectly suited to the internet. The creators provide ready-made tools for creating memes or other content. There is also a risk that the materials will be used to present the brand in a negative light. This is a risk that must be taken into account when giving online creators the opportunity to shape the brand's image.
Summary
Burger King in Belgium deliberately published an unfinished advertising poster, explaining it by the pressure of the deadline and its focus on the price of 4.95 euros. The campaign was prepared by the creative agency Buzzman, which provided fans with the project files, including the Block Berthold fonts, as well as tools for creating their own versions.
The unusual campaign fits into the trend of engaging audiences in creating brand content. However, it carries the risk of ridicule or of the materials being used in a negative context, which is an inherent part of handing over control of the image to the online community.
