Burger King came up with one clever commercial. They could have gone with the standard tie-in, ‘we sell collectibles for the latest scifi movie, supplies are limited, etc…’ Instead they chose to forever write themselves into the Star Trek mythology, if only in a small way.
Remaking their own icon into a ‘Kingon,’ sort of like a Klingon, ensures at least one particular segment of Star Trek fans will always think of their restaurant. To make an entire group of them including females, was just the start.
Your average customer supposedly needs to hurry because the ‘Kingons’ are after the collectibles. (Never mind that they might be eligible for a staff discount!) They want your collectible glass! There’s nothing to create desire like limiting supply and threatening availability.
But BK went one step further. They combined that with the fictional market demand, ie, the ‘Kingons’ will go to extremes to get one of these glasses, just like a Ferengi. The insinuation is that these collectibles must be protected once one has them. It’s not enough to just watch your burger anymore.
I think it’s one of the most entertaining commercials I’ve seen in a long time. I give it four and a half stars out of five. K’Plah, Cheeseburger!
Thanks for reading. 🙂
Phyllis K Twombly