Burger King Grubtitles
The “Grubtitles” campaign by Burger King was an innovative marketing strategy that integrated with Netflix to promote their menu items.
Campaign Overview
The Concept:
The idea was to create a new feature on Netflix called “Grubtitles”, which is a play on the word ‘subtitles’. This feature was designed to recognize when a burger appears in any Netflix show or movie.
User Interaction :
When a burger is spotted on-screen, subtitles (Grubtitles) would automatically appear, prompting viewers with a one-click option to order a Whopper directly from Burger King. This allowed users to instantly order BK menu items straight to their doorstep while enjoying their favorite Netflix content.
Campaign Execution:
The Grubtitles feature was intended to be a seamless integration within the Netflix viewing experience. It aimed to capitalize on the moment of craving induced by seeing delicious food on-screen.
Marketing Objective :
Burger King sought to leverage the widespread viewership of Netflix to reach a vast audience. The campaign aimed to convert moments of appetite into immediate sales for Burger King.
Innovation and Creativity:
Grubtitles represented an inventive use of technology and marketing, merging entertainment with instant gratification. It showcased Burger King’s creative approach to engaging with consumers in a digital space.
Campaign Launch and Duration :
The Grubtitles campaign was first published in Canada in July 2020. It was highlighted as part of student work, showcasing the potential for innovative advertising concepts.
Impact and Results
This campaign reflects Burger King’s ongoing efforts to connect with consumers through modern and unconventional marketing tactics, aiming to make ordering food as easy and enjoyable as watching a movie or TV show
Lessons Learned
Innovation is key : Finding new, fun ways to reach customers can make your brand stand out. Timing matters: Offering people what they want exactly when they crave it can boost sales.
Use technology: Integrating with popular platforms like Netflix can help reach a larger audience.
This campaign showed that creative ideas that connect with what people are already doing (like binge-watching shows) can be very effective .
