As the virus subsides (for now) in some parts of the world, in Brazil it is still raging. As of June 8, Brazil had almost 700,000 confirmed cases and 37,000 deaths, with many more in poorer communities, as reported by the Guardian.
So Burger King is doing its bit to encourage Brazilians to stay home, using its BK app and geo-location—tools it has used in former successful campaigns such as Whopper Detour and Burn That Ad. The campaign, by David, rewards consumers with better and better prizes, the more they stay at home, starting with snacks and increasing to vouchers for full meal combos. Users that accept the brand’s initiative will be monitored to make sure they're staying home as much as possible.
“We gamified the quarantine, turning the isolation time into benefits at Burger King," explained Toni Ferreira, head of technology and innovation at David, in a statement.
“Even with the social distancing recommendation, we want to be present in people's daily lives in a relevant way," added Thais Nicolau, director of communication and innovation at Burger King Brazil. "We thought a lot about how to make the topic lighter, considering our responsibility as a brand and company."