Watering cam
February 1, 2010
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Shower streaming music
Prior to Christmas Burger King launched a digital campaign featuring a bikini-clad woman singing in the shower. The extremely male-orientated ‘Shower cam’ campaign invited users to vote for which song should be performed – and which type of bikini should be worn – the following day at 9:30am. In addition visitors to the website could also win a date with Burger King’s so called “sizzling shower babe” at the London Leicester Square Burger King restaurant. The campaign, part of a major push to promote the restaurant’s breakfast menu, was promoted via the Spotify streaming music service. An online video also highlighted the audition process to find the right singer.
So what?: BK obviously knows who its early risers are. This is a very different campaign from the McDonald’s push for its breakfast menu mentioned earlier, aimed squarely at a specific male target demographic – one that Burger King states are the primary visitors to their restaurants in the early hours. So in many ways this overtly sexual campaign makes sense. However, the brand’s ‘Squarebutts’ commercial from 2009 – which featured the Sir Mix-A-Lot song ‘Baby Got Back’ – faced some negativity due to its link to the restaurants’ kid’s meals. There is also a question mark here surrounding the knock on effect on the female customers who frequent the establishments during other times of the day.
“This is a simple crowd-sourced campaign with a strong link to a new music platform and an obvious nod to BK’s 2004 subservient chicken campaign. However, offering up both male and female model options may have endeared it to BK’s wider audience.”
Giles Fitzgerald, Editor, FRUKT Music Intelligence
[...] and tear off parts of his clothing – making it the polar opposite of Burger King’s recent Showercam campaign. The ad also showcases the ambient music of Markus Hasselblom and the soundtrack featured [...]
[...] musically inclined way perhaps she should move from the bath to singing in the shower – much like Burger King’s campaign from last year. The social element it used by teaming with Spotify would have been useful – had [...]