Burger King uses facial recognition to give discounts based on your hangover level

‘Hangover Whopper’ from DM9 in Brazil is timed to the revelry of holiday party season.

Published On
Dec 21, 2023
A Whopper next to a man looking painfully hungover

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Holiday parties often lead to hangovers, but Burger King Brazil has the cure—an interactive experience that uses facial recognition to dole out coupons based on how hungover you are.

Agency DM9 in Brazil developed the “Hangover Whopper” experience, where you upload a selfie and it measures the severity of your hangover—from 1 to 3. The higher it is, the more food—and a bigger discount—you get.

This video explains more:

 

A “Hangover Whopper” banner is running on homescreen of the BK app. The coupon are valid for delivery only, through Jan. 2.

“It is a privilege to have partners like Burger King, who use boldness, innovation and irreverence as essential ingredients and are willing to put brand actions like this into practice,” said Icaro Doria, co-president and chief creative officer of DM9. “In this case, the use of facial recognition technology combined with humor will generate another fun connection with consumers.”

There have actually been studies on how alcohol consumption affects facial recognition. One study suggested alcohol can increase sensitivity to expressions of disgust and contempt.