To introduce its rib sandwiches in Brazil, Burger King went where the rib lovers were: standing in a long line outside a popular restaurant known for its ribs. The Sao Paulo office of WPP shop David took a stealth approach to its stunt, sneaking pagers close to groups of hungry customers waiting in an hour-long line. Soon an unseen voice boomed out of each pager, startling people by addressing them with comments like "Lady in the pink dress!" The voice went on to engage them in conversation about the long wait, and their fondness for ribs, and urged them to "Follow me to Burger King to try ribs!"
The prospective customers picked up the chatty pagers and dashed to a nearby Burger King outlet, a reversal of the usual role of pagers that are often handed out at busy restaurants and signal a long wait until they flash or buzz when a table is finally available. The hungry diners, some wearing paper crowns, were soon happily sampling Burger King Rib and Burger King Barbecue Bacon Rib sandwiches.
"Pagers were always synonymous with waiting," said Rafael Donato, David's creative VP. "But at Burger King, the pager is like your brother."