From Whop-ass to Whoppers
Burger King
Almost 9 million views in 24 hours.
Popó and Wanderlei Silva are two legends of Brazilian combat sports. They ended up starring in an embarrassing moment during an exhibition fight at a beer brand’s event. A brawl broke out on free-to-air TV after the fight, not only between the two of them, but also involving family members and staff. Everyone was talking about the new rivalry. And, in record time, BK seized the moment to launch its “two burgers for a great price” promotion as a reconciliation campaign between the two. Scripts promoted the offer with jokes that clearly referenced the disastrous fight and the tense atmosphere between them.
The result was an unprecedented wave of PR, with social media flooded with questions:
“How did they agree to this?”
"How did the beer brand let this opportunity slip?"
“Was it all staged?”
“Was it filmed before the fight?”
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