Burger King's latest marketing stunt involves some public shaming from customers about themselves, all in the name of free food.
The flame-grilled burger chain wants people who have been fired to admit it on LinkedIn. It's not offering them jobs, though some stand to get a bit of help finding them. The "Whopper Severance" plan offers a free Whopper to the first 2,500 people who publicly confess on LinkedIn that they were fired.
Tying the act of getting fired with burgers cooked with fire is a bit of a stretch. But perhaps potential employers would be impressed with the potential of people bold enough to post "I got fired. I want a free Whopper. #WhopperSeverance" on their public LinkedIn pages.
Of course, a little bit of public shaming mixed with social media isn't exactly a new concept for Burger King. In 2009, it drew lots of attention for the "Whopper Sacrifice" campaign cooked up with CP&B. Back then, people had to drop 10 Facebook friends to snag a free Whopper. The campaign attracted thousands of entries and won awards, but also prompted Facebook to ask for changes (instead of tweaking the campaign, Burger King quietly dropped it).
With "Whopper Severance," the first 100 people who participate can get a 30-minute session with online career resource The Muse. Burger King says the first 2,500 people who post "fire"-y messages between Aug. 29 and Sept. 1 will get a Whopper Severance letter and a Burger King gift card.
Burger King worked with WPP agency David, Alison Brod Marketing & Communications, Horizon and Code and Theory on the project. LinkedIn was not involved.