Burger King launches ``discount if you're hungover'' campaign using facial recognition technology
It has been announced that Burger King, a hamburger chain, will be running a campaign in Brazil called ` `Hangover Whopper,' ' offering Whopper at a discount to hungover customers. The campaign will use facial recognition technology to detect whether a customer is hungover.
Burger King turns hangovers into discounts with facial recognition | Marketing Dive
The movie announcing Hangover Whopper can be seen below.
Hangover Whopper - DM9 client - YouTube
Hangover Whopper is a campaign that allows you to measure whether you are hungover using facial recognition technology by taking a picture of your own face with the official smartphone app.
Hangover is measured in three levels from level 1 to level 3 using facial recognition, and the rank of the coupon distributed changes depending on the level of hangover: Whopper Junior Double, Whopper, Whopper Double.
Self-portraits used for facial recognition can be shared on social media.
According to marketing and advertising news site Marketing Dive, Hangover Whopper has been banned by the Federal Trade Commission from using facial recognition technology for five years against American pharmacy chain Rite Aid for using it to monitor shoplifting. It seems that this was announced in response to what happened.
Burger King has carried out 'playful and aggressive projects' in Brazil in the past. In 2018, the ``Whopper Detour'' campaign used GPS and maps installed in the app to give you coupons when you moved from a rival store to a Burger King store. A campaign in which you can get coupons by lighting a fire using the app has been launched. The following movie shows how an AR app lights up a rival store's advertisement.
BK - Burn That Ad - YouTube
Icaro Doria, co-president of DM9, the agency that leads Hangover Whopper, said, ``Like Burger King, brands that embrace boldness, innovation, and irreverence are essential elements and put these brand actions into practice.'' We are honored to have this partnership. The use of facial recognition technology combined with humor, like this one, will create new and fun connections with consumers.'
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