Mess Marketing

There is a large, young, creative, urban group of people up and down the streets of progressive neighborhoods that BK would love to have as on-going customers. These people are used to having life their way. However, they were not that cool with what they perceived as BK’s corporate, assembly-line take on “Have it your way”. If Burger King really wanted to relate to these people, they had to change their ways.

Mess brought the idea of “Have it your way” down from a soft tag line to the concrete of the street level by opening up pop-up art galleries that celebrated individuality. Inside, you’d find local artists communicating through art. It was a pure act of self-expression, unselfishly brought to you by Burger King.

You could interact two ways. Live by walking into this pure world of expression and experiencing BK’s interest in truly having you “Have it your way” on your terms in your neighborhood. You could also interact with the artists through a website that allowed you to pick the style of the artist and apply it to a t that was transformed into wearable art.

We were able to invite our audience to sample the authenticity of BK in a new way that was much more their way. In return, they gave us good, usable data. More importantly, they shared their new feeling about BK with many of their friends in a perfect example of Social Media.