Burger King marked its 40th anniversary in South Korea with an innovative and engaging campaign that resonated deeply with consumers, driving a significant increase in sales at its restaurants. The initiative, known as “Tattoo King,” took place at various locations across Seoul and on the country’s beaches, where the brand offered fans the chance to get temporary tattoos inspired by its iconic flames and grills. This strategy not only commemorated Burger King’s legacy in Korea but also established an emotional connection with customers, allowing them to wear a symbol of the brand on their skin.

Developed by Cheil Worldwide, the campaign was part of the “Flame-Grilled Taste” project, which emphasizes the essence of flame-grilled cooking that has defined Burger King since its arrival in the country in 1984. During July and August, a character named “Tattoo King” traveled to popular areas such as Haeundae in Busan and Gangnam in Seoul, where passersby could choose from 50 tattoo designs. These designs were not only visually appealing but also included barcodes that could be scanned at Burger King restaurants to redeem rewards, such as a free Whopper and drink. This combination of body art and rewards encouraged consumers to participate in the campaign, creating a sense of community and celebration around the brand.

The ink used for the tattoos was cosmetic and washable, ensuring the safety of participants and allowing the tattoos to be temporary. This was a crucial aspect of the campaign, as many consumers may be reluctant to get permanent tattoos, but the option of a temporary and safe design proved attractive. The campaign not only attracted local residents but also tourists and influencers, which amplified its reach and visibility. According to data provided by Burger King Korea, around 8,000 people received a tattoo during the campaign, demonstrating the public’s interest and engagement.

The impact of the campaign was significant, with sales at Burger King restaurants increasing by up to 208% compared to the previous week. This rise in sales not only reflects the success of the campaign in terms of customer participation but also underscores the effectiveness of marketing strategies that combine customer experience with tangible incentives. The promotion of the “Whopper Tattoo” was carried out through Burger King Korea’s official website, social media channels, and mobile app, allowing the campaign to reach a wider and more diverse audience.

A marketing representative from Burger King Korea commented on the campaign, stating that the brand has been “flame-grilling since 1984 in South Korea” and has been running campaigns that take the “Flame-Grilled Taste” to the next level to celebrate its 40th year in the country. This celebration is not only a milestone in the brand’s history but also a continued commitment to innovation and consumer connection. In summary, the “Tattoo King” campaign has not only been a success in terms of sales but has also strengthened Burger King’s relationship with its customers, creating a memorable and meaningful experience that will endure in the minds of consumers.