Accidentally I stumbled upon two Burger King campaigns this week which were on totally opposite side of the spectrum. Whopper Sellout was a disaster, but this pre-roll campaign is great:
Insight: People hate pre-roll videos. Ironically, you probably have to watch one to see the case study above. There is nothing more annoying than seeing boring ads, when you just want to see Japanese diarrhea dance. I pretty much always skip the pre-roll, expect if it really captures my attention immediately. Kobe & Messi Selfie Shootout was probably one of the latest pre-rolls I watched from beginning to end. But what if you tailor your pre-roll message to the content your audience is going to watch?
Really simple and effective idea also tied to promotional message. It would be interesting to see some stats from the campaign as well and to compare the finishing rates to regular Burger King promotional pre-roll. My hunch is that this execution did quite well. This is also a great example that nowadays you really cannot separate creative and channel planning. They go hand in hand.
Content is king, but context is king kong.