It starts out as a seemingly normal (and boring) fast food training video: a voice-over greets the viewer and introduces a new menu item. But cue a record scratch and here comes Snoop Dogg, ready to teach Burger King employees how to prepare the chain's new dish: grilled hot dogs. (Snoop Dogg on hot dogs, get it?)
The video is part of the overall launch of Burger King's new product, but according to Steve Baer, managing partner of Code and Theory, it's meant to be as entertaining as it is functional, like Virgin Atlantic's flight safety musical, for example. A second video, featuring Charo speaking Spanish, was also released. Both celebrities bring humor and quirkiness to what would be an otherwise very dry instructional video that usually features Burger King executives.
"It was an untraditional approach, but employees are one of a brand's most valuable assets, and they are there in front of you," Mr. Baer said. When Code and Theory presented the idea to CMO Eric Hirschhorn, Mr. Baer said, the executive jumped right in. The launch campaign includes TV spots, but we bet that these training videos might end up stealing the show.