• June 16, 2011

Klondike Bars are better known for asking what consumers would do to get one, but Burger King is testing this concept in real life, with a new "Whopper Lust" campaign.

To get a free Whopper, fans must watch one of the sandwiches spinning around on DirecTV channel 111 for at least five minutes, and push buttons on command to prove that they're really paying attention, reports ClickZ.

Those that can endure watching the burger for 15 or 30 minutes qualify for two or three free Whoppers, respectively.

The campaign is the brainchild (and likely last effort for Burger King) of outgoing BK AOR Crispin, Porter + Bogusky. "It's amazing how easily brands give away their products on platforms such as Facebook, CP+B Interactive Group Creative Director Matt O'Rourke commented to ClickZ. "I understand wanting to attract 'likes'...but there are ways to interact with consumers without gutting the value of your product."

CP+B reported that Americans have stared at the sandwich for over 300,000 cumulative minutes since Monday morning, and that the total will reach over 810,000 minutes, or 13,500 hours, by the campaign's end on Friday if viewers continue to tune in at their current rate.

PS: So far, the numbers opting to watch for 15 or even 30 minutes aren't far behind the numbers opting for a five-minute sessions, per the agency. (No word on suggested treatment if trances are induced.)