Hackvertising & Burger King
Hackvertising. Yes, you read that right; it’s not a typo, it’s a phrased coined by David the Agency to describe the strategy of their Ad campaigns, primarily with Burger King. Hackvertising may not be a word you recognize, but you’ve definitely seen Burger King’s “Hey Google” ad. The masterminds behind the infamous ad redefined advertising by hacking google home devices across the country. The philosophy behind the concept of hackvertising is to disrupt the current ad space by being unpredictable and a little reckless. Here are a few examples of how hackvertising and Burger King have initiated an advertising trend that’s changed the game.
The first sighting of hackvertising was when David the Agency, hacked Google home by asking Google to recite the ingredients of a whopper. Shock and outrage swept the country, even people who were annoyed couldn’t deny that the ploy was bold and pretty impressive. Google and Wikipedia eventually intervened to disable the capability, but not before a good chunk of Americans heard all the glorious details of the whoppers’ ingredients, down to the pickles. Although their move was risky, the creative community reward David the Agency for definitely thinking outside of the box.
The next instance of hackverstising is arguably the kindest gesture any competing fast food chain has ever done for another. Burger King hacked “McHappy Day”. On McHappy Day, all the money made from selling Big Macs was given to kids suffering from cancer. Burger King supported the cause by not selling their whopper for the day. Customers who asked for Burger King’s signature burger was directed to McDonald’s. Burger King hacked McDonald’s initiative by piggybacking on their campaign for the greater good. In addition to Burger King getting most of the good press, they also earned accolades for their simple but ingenious way of advertising.
One of the more recent instances of hackvertising is emoji whopper which was a campaign done in 24 hours, using vouchers and Instagram. Burger King realized that the burger emoji vary depending on the type of phone you have, i.e android or apple, they then asked users to take Instagram stories using the emjio burger that was available on their phones to promote Burger King’s motto, have it your way. By hacking Instagram stories, the brand really reiterated what they stand for.
Hackvertising has done wonders for Burger King campaigns, other big brands are trying their best to emulate the trend to see how hackvertising can be used for their business. You definitely haven’t heard the last of hackvertising so beware, you have been warned.