Burger King Distributes Crypto On Robinhood To Boost Loyalty Program

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Dive Brief: Burger King has partnered with investment platform Robinhood to offer members of its Royal Perks loyalty program a chance to win various cryptocurrencies, according to a press release emailed to Marketing Dive. Royal Perks members who make a qualifying $ 5 purchase through the BK app, BK.com or a restaurant will receive an email with a prize code that can be used in the Robinhood app. The chain will offer 20 Bitcoin (valued at over $ 61,000 per Bitcoin at the time of publication), 200 Ethereum ($ 4,300) and 2 million Dogecoin ($ 0.27). QSR’s latest marketing and giveaway stunt taps the continued interest in the cryptocurrency market, which has a market cap of $ 2.65 trillion at the time of publication, and the associated non-fungible tokens (NFTs) that many marketers, including Burger King, have used it as part of the brand-building campaigns. Dive overview:

Burger King’s partnership with the Robinhood app to gift cryptocurrency takes their previous Whoppers and Dollar giveaways to the next level. While the cryptocurrency market is particularly volatile, Bitcoin and Ethereum on offer are currently valued in the thousands, making it an attractive price for members of Royal Perks. Even the low-value Dogecoin allows the brand to link into conversations around the so-called “memecoin” which has gained attention thanks to the interest of Elon Musk.

For Burger King, the crypto giveaway is another effort to drive adoption of its app and the Royal Perks loyalty program, which it rolled out nationwide in September. More than 80% of Royal Perks members are likely to recommend the rewards program to others, according to the company. Previously, Burger King had attempted to generate interest in the program by linking it to the chain’s celebrity-inspired Keep It Real Meals promotion.

In a related move, Burger King extended its Keep It Real meals with an NFT ensemble completion game that sought to use blockchain technology as a tool for consumer engagement, rather than just a marketing stunt based on l digital art. Likewise, rival McDonald’s today (November 1) launched an NFT raffle scheduled for the return of the McRib. NFTs use the same blockchain technology that is at the heart of cryptocurrency.

The growing market capitalization of the cryptocurrency has made the campaigns surrounding it an attractive game for marketers. Burger King competitor Chipotle Mexican Grill celebrated National Burrito Day in April by donating $ 100,000 in Bitcoin. In July, the Corona beer brand launched “Triptocurrency”, while Unilever’s Ax brand offered limited edition “dogecans”, a game of dogecoin.

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