Burger King Korea has launched an innovative campaign in collaboration with Cheil Worldwide Seoul, introducing the ‘Whopper Tattoo.’ This creative initiative, part of the brand’s ‘Flame-Grilled Taste’ project, celebrates Burger King’s 40th anniversary in South Korea with a unique twist.
In July and August, South Koreans and visitors alike could experience this special campaign by spotting the Tattoo King in bustling areas like Haeundae, Busan, and Gangnam, Seoul. The Tattoo King offered 50 distinctive Whopper Tattoo designs, which were instantly printed on participants’ skin. These tattoos, created in collaboration with professional tattoo artists, feature flame-inspired designs and embedded reward barcodes.
To participate, individuals visited their nearest Burger King restaurant and scanned their Whopper Tattoo at kiosks to claim a free new Whopper and a soft drink. The tattoos are temporary, made with cosmetic-grade ink, and are washable or naturally fade in two to three days.
The Whopper Tattoo campaign has received a tremendous response, with around 8,000 people engaging in the promotion. The campaign significantly boosted Burger King’s restaurant sales by up to 208% compared to the previous week. Approximately 92% of participants reported recognizing the upgraded Whopper through this creative campaign.
Promoted extensively through Burger King Korea’s official website, social media channels, and mobile app, the Whopper Tattoo has successfully elevated the brand’s Flame-Grilled Taste experience.
“Burger King has been flame-grilling since 1984 in South Korea. With the Whopper Tattoo, we wanted to offer our customers a distinctive opportunity to enjoy our delicious new Whopper memorably,” said a marketing representative from Burger King Korea.
Credits
Campaign Title: Whopper Tattoo
Client: Burger King Korea
Chief Marketing Officer: Zion Lee
Marketing Manager: Chanho Yeo, Seungseop Lee, Seulki Park
Creative Agency: Cheil Worldwide
Creative Director: Seongphil Hwang
Copywriter: Seungree Kang
Art Director: Taeyul Ko
Account Director: Joohong Min
Account Executive: Yumi Jeong, Jonghae Kim, Minjin Jeong