Burger King Korea offers consumers a unique way to enjoy new Whopper

Burger King has created tattoos with reward barcodes embedded inside to let more customers enjoy the newly upgraded Whopper introduced in South Korea last April. 
 
Coined 'Whopper Tattoo,' Burger King Korea’s seasonal campaign comes as part of its 'Flame-grilled taste' project, which celebrated Burger King's 40th anniversary entering South Korea. 

This came as the brand wished to create alternative ways to promote its products instead of physical flyers in South Korea, said Cheil Worldwide's spokesperson when MARKETING-INTERACTIVE reached out.

"Fast food brands use them extensively to promote a new menu or store opening with lots of coupons. But they get tossed and lost, instead of luring customers to the stores. We wanted to reach people without the annoying flyers.
 
From 26 July until 17 August, consumers could spot the Tattoo King striding down the crowded streets of Haeundae, Busan and Gangnam, Seoul, pick a Whopper Tattoo design to have the Tattoo King print it instantly on the parts of their bodies, visit the nearest Burger King restaurant and scan the tattoo at kiosks to win a free new Whopper and a soft drink. 
 
Made through collaboration with professional tattoo artists, Whopper Tattoo comes in 50 designs inspired by flame with barcodes embodying the grill. The temporary tattoos printed on the skin are washable or may disappear naturally in two to three days.  

The campaign also rides on the fact that tattoo has gained traction among Korean Gen Zs as they love to express themselves through various fashion items, said the spokesperson. "Whopper Tattoo campaign offers a fun experience to target audiences with a chance to try unique flame-inspired tattoos and enjoy the new Whopper."

"We asked the top tattoo artists in Korea to come up with a one-of-a-kind design inspired by the flame and grill to represent Burger King. The barcode embedded in the tattoo provides a tasty surprise when people scan their tattoo at the kiosk," said the spokesperson.

The campaign was held in the wake of the full-fledged vacation season when outdoor activities increase. Haeundae and Gangnam which have a large floating population were selected as event venues to offer the experience to more consumers.

The Whopper Tattoo was created by advertising agency Cheil Worldwide and promoted through Burger King Korea's official website, social channels, and mobile app. 
 
“Burger King has been flame-grilling since 1984 in South Korea, and we've been carrying out campaigns that take 'Flame-grilled taste' to the next level celebrating our 40th year here," said a marketing representative at Burger King Korea. "With the Whopper Tattoo, we hope to offer our customers a unique opportunity to experience our delicious new Whopper."

Seongphil Hwang, creative director, Cheil Worldwide: "Whopper Tattoo contains visual elements that symbolise Burger King such as flames and grills as well as special rewards so more people can enjoy the newly upgraded Whopper with their eyes and taste buds."

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