At first glance, the new Burger King loyalty promotion for its Royal Perks members may seem a bit… weird.
Buy a burger or some chicken fries for a chance to win cryptocurrency via the Robinhood app?
A little unexpected from the home of the Whopper, but I think it’s brilliant.
Robinhood, a mobile app for buying and selling stocks, options, and cryptocurrency, has nearly 19 million active users whose average age is 31. It’s a young, tech-savvy group that squeezed the shorts on GameStop a few months ago and that craves a piece of the action in Bitcoin, Dogecoin, Ethereum, and other digital currencies making headlines.
Burger King’s promotion simply sandwiches the enthusiasm of digital-native millennials, a demographic the chain wants to serve for a long time to come. It gives hungry Robinhood users exactly what they want – lunch and a shot at owning a piece of valuable digital currency. Can you blame them? Cryptocurrency's market cap topped $3 trillion today.
Fire up the grill and make sure the WiFi works, BK. I look forward to seeing how the campaign performs.
Matt Williams is chief growth officer and managing partner for Brand Federation. Prior to joining Brand Federation in 2019, Matt was CEO of The Martin Agency, one of the world’s most creatively recognized advertising agencies. Over his 26-year career at Martin, he helped the agency become the 25th-largest in the US and managed brand strategy development for world-class brands like GEICO, OREO, UPS, Discover Financial, Walmart, and Benjamin Moore. Matt also is a Clinical Professor in the marketing department at the Mason School of Business at William & Mary. He teaches in the MBA program and is the developer and Faculty Director of the school’s Online Masters in Marketing.
