Burger King Used Netflix’s New Show “Beef” for Branding
At times when we feel depressed or unfulfilled in our lives, certain life moments can cause us to show our anger in different ways.
I could go on about defining anger and the Netflix show, but what I want to talk about is the genius emotional marketing from Burger King.
Brand integrations in movies and TV shows offer opportunities to connect brand values to different stories.
In Netflix's "Beef," both of the main characters are seen eating Burger King's chicken sandwich.
In both scenes, they are at their lowest point in life. In another scene, a side character named Paul talks about how Danny, the main character, feels fulfilled and loves eating that sandwich from a Burger King franchisee that takes an hour and a half to visit from his house.
Both eating scenes connected Burger King to emotions that regular people go through in everyday life, and their favorite burger and place to eat is an escape.
It allows them to feel fulfilled with eating and get a break from their fast lifestyle. This makes people connected to the Netflix show try that sandwich when they feel low.
Brand integrations in movies are normal, but only a few have mastered it because it costs.
Nike is running its own animation studio with sneaker integrations in every movie they release. Apple Originals also feature their products based on the role of characters in the movies.
It's a long-term strategy to shape their brand image and remind consumers of their purpose.