The Whopper Tattoo campaign, a collaboration between Cheil Worldwide and Burger King. (Image courtesy of Cheil Worldwide)
SEOUL, Sept. 20 (Korea Bizwire) – In a bid to strengthen consumer connections and maximize brand experiences, South Korea’s advertising industry is increasingly turning to experiential marketing strategies.
This approach, which goes beyond simply promoting products or services, allows consumers to actively participate and engage with brands, effectively building stronger emotional bonds.
One recent example of this trend is the Whopper Tattoo campaign, a collaboration between Cheil Worldwide and Burger King.
Launched to celebrate Burger King’s 40th anniversary in South Korea, the campaign aimed to offer consumers a fun and unique way to experience the chain’s New Whopper.
Participants could meet a Tattoo King dressed as a playing card at specific locations and receive one of 50 different Whopper tattoos using a digital tattoo machine.
Each tattoo included a reward barcode that could be scanned at Burger King kiosks for a free New Whopper and cola, available on a first-come, first-served basis.
The event, held in Busan’s Haeundae area and Seoul’s Gangnam Station vicinity, saw approximately 8,000 people receive tattoos.
During the campaign period, sales at the Burger King Haeundae Beach branch in Busan increased by 208%, while the Gangnam-daero branch in Seoul saw a 170% increase.
The Whopper Tattoo campaign, a collaboration between Cheil Worldwide and Burger King. (Image courtesy of Cheil Worldwide)
Hwang Seongphil, Creative Director at Cheil Worldwide, noted the technical challenges of incorporating a scannable barcode into the tattoo design.
“It’s gratifying to have created a marketing case that not only provides an experience but also leads to sales,” he said.
Other companies are also embracing experiential marketing. Nongshim, a major South Korean food company, operates Neoguri’s Ramen Shop in Seoul’s Myeong-dong district, primarily targeting foreign tourists.
Visitors can choose their preferred ramen and toppings, which are then prepared on-site using instant cooking machines. The space features cup noodle-shaped dining areas and photo zones with Neoguri character designs, subtly promoting Nongshim’s products.
GS25, a convenience store chain, opened its futuristic experiential store GS25 Ground Blue 49 in August, aiming to attract both foreign tourists and domestic customers.
Meanwhile, Lotte World has launched a pop-up store in collaboration with the popular cartoon character Bonobono, offering a nostalgic experience for the MZ generation.
A spokesperson from Cheil Worldwide explained, “Experiential marketing is seen as an effective tool that not only creates positive brand images by allowing consumers to directly experience products or services but also contributes to sales. It’s particularly effective because people naturally share their experiences with family and friends.”
Ashley Song (ashley@koreabizwire.com)
