The Burger King 'What the French Fry' campaign playfully promotes the fast food franchise's new 'Satisfries,' a side that is reduced in fat to appeal to more health-centric individuals who still want that salty potato fix. Essentially, it involves giant fry-inspired hotspots that provide free wifi, cleverly renamed 'Wi-Fry' for passersby.
Dubbed #WTFF, the Burger King 'What the French Fry' campaign is currently taking over such bustling American cities as New York, Los Angeles and Chicago. These hotspots have been spotted and photographed all over these metropolises, all of which have been documented on the #WTFF tumblr page. Oh Gizmo raises a good point, "Burger King is [probably] hoping people will find creative ways to use the fries in the hopes that the campaign (or at least one of the shots) will go viral."
What's Driving This Trend
- Reduced Fat Foods
- The rise in health-centric individuals creates opportunities for companies to promote and create more reduced fat options, like Burger King's 'Satisfries.'
- Promotional Campaigns
- Creative and playful promotional campaigns, like Burger King's 'What the French Fry,' that incorporate interactive experiences can help brands create memorable connections with consumers.
- Free Wi-fi Marketing
- Offering free Wi-Fi can be a powerful marketing tool for businesses looking to attract consumers and create recognition in crowded urban settings, as demonstrated by Burger King's 'Wi-Fry' hotspots.
Who This Affects Most
- Fast Food
- Fast food chains can increase engagement with health-focused consumers by promoting and offering more reduced fat and healthier options, like Burger King's 'Satisfries.'
- Advertising
- Creative campaigns that incorporate interactive experiences, such as Burger King's 'What the French Fry' and 'Wi-Fry' hotspots, can help advertising agencies create memorable and impactful marketing for their clients.
- Hospitality
- Hotels, restaurants, and other hospitality businesses can leverage free Wi-Fi as a marketing tool to attract visitors and create buzz, similar to Burger King's 'Wi-Fry' hotspots.
