Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech

Processing...Please wait.

MarTech » Customer & Digital Experience » Burger King Whopper-splains net neutrality’s repeal in new ad

Burger King Whopper-splains net neutrality’s repeal in new ad

Net neutrality may be too abstract an issue for many people to revolt at its repeal. So the brand illustrated it in language Americans can grasp: fast food.

Tim Peterson on January 24, 2018 at 9:00 am | Reading time: 2 minutes

Trying to explain to people why the repeal of net neutrality is an important issue is like trying to force-feed brussels sprouts to a toddler. So Burger King has opted to wrap the matter into a Whopper.

On Wednesday, Burger King debuted a new ad that aims to educate people about net neutrality by translating it into terms anyone can understand: Do you want to pay extra to get your food on time? No? Well, what about the internet?

In the ad (embedded below), Burger King shows customers — which it claims are “actual guests” — made to wait longer than usual to receive their Whoppers because they declined to pay a higher price for a faster turnaround.

The skit is a comical stand-in for the issue of net neutrality rules, which were repealed by the Federal Communications Commission last month and whose repeal enables internet service providers to charge people additional fees to receive data over the internet, such as The New York Times’s website, videos on Netflix or email messages on Gmail. In the skit, Burger King stands in for the internet service providers and the Whopper for the internet data.

Burger King’s hope with the campaign is that, if it can show how hangry people get about being taxed for their Whoppers, it can incite a similar rage about the possibility of being tolled for their internet and prompt them to sign a petition for the FCC to reverse course on the repeal it has already voted to enact or for Congress to pass a bill overriding the repeal.

“We believe the internet should be like BURGER KING® restaurants, a place that doesn’t prioritize and welcomes everyone. That is why we created this experiment, to call attention to the potential effects of net neutrality,” Burger King global CMO Fernando Machado said in a statement.

[youtube]https://www.youtube.com/watch?v=ltzy5vRmN8Q[/youtube]


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Study: Marketing automation teams mired in execution, neglecting strategic priorities
    Only 38% of marketers very confident in their customer data and analytics systems
    Does your email copy persuade or sell?
    The latest jobs in martech
    74% of B2B marketers expect budgets to increase next year

About The Author

Tim Peterson
Tim Peterson, Third Door Media's Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat's ad plans, Hulu founding CEO Jason Kilar's attempt to take on YouTube and the assemblage of Amazon's ad-tech stack; analyzed YouTube's programming strategy, Facebook's ad-tech ambitions and ad blocking's rise; and documented digital video's biggest annual event VidCon, BuzzFeed's branded video production process and Snapchat Discover's ad load six months after launch. He has also developed tools to monitor brands' early adoption of live-streaming apps, compare Yahoo's and Google's search designs and examine the NFL's YouTube and Facebook video strategies.

Related Topics

Customer & Digital ExperienceMarketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

SEO Recon: The What, Why, and How for Building Amazing Links

Unlock the Cutting-Edge Potential of QR Codes

Why Finding the Right Platform is the Key to Winning in Email Marketing

See More Webinars
Intelligence Reports

Enterprise Marketing Performance Management Platforms: A Marketer’s Guide

Enterprise Customer Journey Orchestration Platforms: A Marketer’s Guide

Enterprise Account-Based Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

The Definitive Buyer’s Guide to Collaborative Work Management for Marketers

See More Whitepapers
Search Our Site

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.