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Library/Campaign/Burger King Whopper Neutrality
Grade B23 sourcesHIS-00071

Burger King Whopper Neutrality

Campaign · 2018 · Notable

Made by DAVID Miami · Source

52Editable slideCertificate

Burger King explained net neutrality with a stunt that drew 1 million views in a day.

Original · re-upload by Advertising TV
An in-store video stunt that charged more for faster Whoppers to explain net neutrality.
Advertising TV on YouTube
Frame from Whopper Neutrality showing the King drinking from an oversized Reese's mug.
WPP / DAVID
Intelligent Machines: Whopper Neutrality | TWiT.TV
TWiT
Building a movement for net neutrality - Sur - International Journal on Human Rights
SUR / Jonathan Perri, Change.org
Burger King explains net neutrality with a $26 Whopper
CBS News / AP
The King wins on social: 31 million free views
Ryland Ditizio / LinkedIn

Spread Score

How it works
Reach63ContagionNo data yetBreadth50Velocity73Longevity1152

Numbers

Campaign impressions reported at Cannes
4.3B
As of Jun 18, 2018 · Self-reported · Marketing Dive
Seed to peak
1 day
Jan 24 ’18 to Jan 25 ’18
Platforms
6
Started on YouTube
Origin
Stunt
Food & beverage

Mechanics

  • Real-world spectacle
  • Platform jump
  • Political adoption
  • NewsjackingPrimary
  • Controversy
  • Transgression

How it spread

Trace the origin

Burger King released a burger-service stunt about net neutrality on January 24, 2018. The ad spread through social shares and television coverage. State and federal senators cited it; a later Cannes case claimed a sales return without disclosing its calculation.

Google searchesDec ’17Feb ’18AprJunJulOctJan ’19AprJulPeakOpen webYouTubePressFacebookXTV
Open webYouTubePressFacebookXTV

13 more events on this chart

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Timeline (16)

  1. December 2017

    Federal Communications Commission precursor · Dec 14 ’17

    The FCC adopted its net-neutrality repeal order, which would take effect on June 11, 2018.[1]

    An in-store video stunt that charged more for faster Whoppers to explain net neutrality.
    Open the first post ↗

  2. January 2018

    Burger King seed · Jan 24 ’18

    Burger King released Whopper Neutrality, using burger wait times to explain net neutrality.[2][3][4]

  3. The Verge press · Jan 24 ’18

    The Verge covered the ad and its analogy for paid prioritization.[5]

    Intelligent Machines: Whopper Neutrality | TWiT.TV
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 21 sources · Score 65
Origin
Stunt
Sector
Food & beverage
Region
US
Campaign impressions reported at Cannes
4.3B
As of Jun 18, 2018 · Self-reported · Marketing Dive
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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· Source
Google searchesDec ’17Feb ’18AprJunJulOctJan ’19AprJulPeakOpen webYouTubePressFacebookXTV
Open webYouTubePressFacebookXTV

13 more events on this chart

Join free to see them

  1. December 2017

    Federal Communications Commission precursor · Dec 14 ’17

    The FCC adopted its net-neutrality repeal order, which would take effect on June 11, 2018.[1]

    An in-store video stunt that charged more for faster Whoppers to explain net neutrality.
    Open the first post ↗

  2. January 2018

    Burger King seed · Jan 24 ’18

    Burger King released Whopper Neutrality, using burger wait times to explain net neutrality.[2][3][4]

  3. The Verge press · Jan 24 ’18

    The Verge covered the ad and its analogy for paid prioritization.[5]

    Intelligent Machines: Whopper Neutrality | TWiT.TV

  1. press · Jan 24 ’18

  2. platform jump · Jan 25 ’18

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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