To answer the question in my previous post, let’s have a look at how a brand managed to teach its customers a lesson and to increase the people’s awareness in the society.
As a method to criticise some regulations that were going on concerning Net Neutrality, Burger King created an ad aiming to teach its customers about this concept. This social experiment by Burger King was done to criticise the repeal of Net Neutrality regulations and to showcase to the people the impact of such regulations on their lives.
To those who are not familiar with the concept, Net Neutrality refers to having equal access to the Internet. Without it, the internet service providers will have the sole power to charge people more for higher speed and to control the content shown on their web pages.
As an opposition to the repeal of Net Neutrality, Burger King created the “Whopper Neutrality”. Burger King stated that “the brand believes the Internet should be like the Whopper sandwich; the same for everyone.”
This creative method by Burger King to explain the effect of an event going on in the society made a strong impact on the consumers. Such usage of the brand’s products helped to increase its customers’ awareness as well as to attract many people’s attention to the brand’s efforts.
By making use of on-going events in the society, brands can help stir up change and create social movements. When doing so, it certainly helps in creating a long lasting impact in the consumer’s lives and in developing a positive relationship with them.
BBB- Buyer's Black Box 