When the last film of the most famous space-saga was coming out, many brands were paying big bucks for sponsorships to jump on the hype. Burger King went against the standard and tapped into pop culture in an innovative way. 

With a bold digital idea, it aimed to hijack attention for its most iconic product, the Whopper, thereby increasing brand favorability and app usage.

One week before the premiere, BK put people’s Whopper love to the ultimate test: Are you willing to read brutal spoilers of your beloved film, in exchange for a free Whopper? 

A voice-activated coupon was integrated into the BK app, creatively utilizing voice technology for an unexpected interactive experience through their mobile device. People had to read spoilers out to the app, which was checked in real-time by voice recognition technology. Only correct reading, proving you really got the spoilers, would unlock a free Whopper. 

To promote the app, a BK Spoiler Restaurant was created. Everything contained spoilers, including the food names, which customers had to speak out to order for free. The experience was made into an online film.

Additionally, social media ads and pre-rolls before the film’s trailers were used to target the audience.