Tuesday, April 3, 2012

Hungry Jack's (aka Burger King) - The $5 Experiment

Hungry Jack's is the Australian equivalent/subsidiary of Burger King.  They want to promote their $5 Stunner value meal and the idea that you can get great value for $5.  So Hungry Jack's and their agency (BBDO Sydney) decided to run the $5 Stunner experiment to see if they could source all the elements for a 30-second TV spot through the services site Fiverr.  For those of you who may not be familiar with Fiverr, they bill themselves as 'the world's largest marketplace for small services, starting at $5.'  On Fiverr, you can hire people to do various odd jobs for you, including various creative services large and small.

Check out the description from Hungry Jack's & the video below:
'You've asked for it, so the $4.95 Stunner is back.  And to prove just what great value the Stunner is for $5; we've successfully made a Stunner TV ad, where each element costs just $5.  We used a website called Fiverr to find the elements we needed from people all over the world.  We also asked our Facebook fans for a photo of their dog, and we ended up choosing Axel, a lovely dog from Western Australia, to star in the ad. His face was animated for (you guessed it!) just $5 on the Fiverr website.
This is the end result - we hope you like it!'

It's a really interesting initiative (my soul dies a little bit every time I have to use the phrase 'crowd-sourcing' or 'co-creation) and it will be interesting to see if other brands embrace this format moving forward.  One of the constant issues with UGC-type of campaigns is tapping into the 'Why?' of user participation.  What's the motivation/incentive to participate, especially when it's not necessarily the user in front of the camera or actually featured in the TV campaign?  In this case, the user is actually getting paid, so that eliminates much of the incentive dilemma.  Of course it opens up an entirely different debate about agency compensation models, eg. the whole Victors & Spoils crowd-sourcing debate.

Supporting Articles: Fiverr Blog | Digital Examples