Burger King is getting back into entertainment marketing through a partnership with Warner Brothers for Valentine’s Day around the new Harley Quinn movie Birds of Prey—trying into the film’s breakup plot line — via MullenLowe U.S.
On Feb. 14, scorned lovers can bring a printed photo of their ex to Birds of Prey-themed “breakup boxes” at select Burger King restaurants in four major cities and get a free Whopper in return. (You can also bring in letters, stuffed animals or a specified piece of clothing to get the Burger.)
The offer is available at BK stores in New York (327 W. 42nd St.), San Francisco (35 Powell St.), Los Angeles (545 North Victory Blvd.) and Boston (150 Everett Avenue). It ties back to the film, in which Harley Quinn has broken up with the Joker.
In addition, starting Feb. 6, the NYC BK location will be turned into a “Burger Quinn” store, with everything rebranded from the windows and marque to the ordering queue and bathroom mirrors. BK also created an in-app Harley Quinn quiz. If you answer four out of five questions correctly, you can get a $3 Whopper.
BK’s other recent forays into entertainment include sponsoring Stevenage Football Club in England mostly to get exposure in the FIFA 20 video game; and a partnership with Netflix’s Stranger Things last year that included an Upside Down Whopper.
Client: Burger King
Global Chief Marketing Officer, Burger King: Fernando Machado
Global Communications Lead, Burger King: Diego Suarez
Advertising, Media and Communications Lead, Burger King North America: Marcelo Pascoa
Director, Media and Digital, Burger King North America: Jorge Oliveira
Communications Manager, Social and Digital Marketing, Burger King North America: Flavia Guetter
Manager, Mobile App, Burger King North America: Preston Nix
Sr. Manager, CRM, Burger King North America: Dhanya Balasubramanian
Agency: MullenLowe U.S.
Chief Creative Officer: Mark Wenneker
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
SVP, Creative Director: Enrique Camacho
Associate Creative Director: Cody Dummer
Associate Creative Director: Marco Martins
Associate Creative Director: Sarah Crist
Art Director: Sara McLaws
Copywriter: Wilsynn Wheat
Digital Producer: Chris Badders
Print Production Director: Aidan Finnan
Senior Production Artist: Nat Novak
Art Producer: Tracy Maidment
SVP, Group Strategy Director: Mike Cassell
Strategist: Byron Morgan
Social Content Writer: Arielle Mulgrew
Community Manager: Katie Nisbet
Senior Business Affairs Manager: Amy Keddy
Assistant Project Manager: Morgan Playle
SVP, Group Account Director: Kerry McKibbin
Account Director: Alison Whisenant
Account Executive: Leila Chee
This article was originally published on Muse by Clio