Saturday, October 31, 2009

Burger King's new communication blitz - grilling Tony with a lie detector

http://www.bk.com/en/us/campaigns/truthabouttony/live-event.html

Most of the time, celebrities endorsing products and brands are not seen as credible and trustworthy. Consumers know that these celebrities are being paid big bucks in exchange of their endorsement. Now Crispin Porter + Bogusky who have come up before with the jokes of serving competitors sandwiches and filming the angry reaction of customers has come up with a great idea to counter-attack this idea.

They have NASCAR driver Tony Stewart undergo a lie detector with questions submitted by everybody through the internet (I predict soon that it will be the users themselves who will vote for the best answers among the lot to be asked. The more empowered they are, the better ambassadors they be for the brand). The end result? He loves the whopper! (so it's not just for the money that he endorses BK).