Burger King has announced its return to the Super Bowl (after a break of 13 years) with a mysterious teaser and Mystery Boxes.
The 30-second teaser by David Miami gives nothing away about the 45-second ad to come in the fourth quarter of the game.
“We all know that there aren’t too many occasions during the year when people are looking forward to seeing ads,” stated Fernando Machado, Burger King’s global chief marketing officer. “The Super Bowl is one of those.”
“We felt really strongly about the idea that we had. It’s very unique, very different and something only Burger King could do—literally. No other brand could do what we’re about to do.”
Meanwhile, the famous fast food company has partnered with delivery service, DoorDash to offer people Mystery Boxes from participating Burger King outlets. Each one comes free with an order of more than US$10 and the promo code, MYSTERYBOX. The box is delivered separately from the food order, comes with instructions and is meant to be kept until the Super Bowl. What’s in the box? What will it do during the Super Bowl? That’s part of the fun.
The only clue is a statement from DoorDash’s chief operating officer, Christopher Payne, “This limited-edition Mystery Box creates a unique, engaging and innovative experience.”