Burger King and DoorDash have partnered up for Super Bowl LIII to promote the Mystery Box with a 30-second teaser as a sneak peek to an upcoming 45-second commercial that will air during the big game. This marks the first time in 12 years that Burger King is participating in the Super Bowl.
The mini spot called “Preppin’” features the king setting up an interview: the microphone, lights, camera lens and wipes the table. The is no music, just ambient sound. The teaser ends with the info on the Mystery Box and the DoorDash logo.
Remind you of something? It’s very similar to Jorgen Leth’s 1981 video of Andy Warhol eating a Burger King hamburger which was a scene in a movie called “66 Scenes from America.”
Very much like the Burger King teaser, the scene starts with the same setup—a black table and a grey backdrop. Could it be a hint that Burger King’s Super Bowl ad is going to go in the same direction?
In October, Burger King collaborated with Postmates to promote its full menu by delivering Burger King favorites for a whole week using the code “beroyal.” For Postmates subscribers the delivery was free, and it was only $1.99 if you weren’t.
Now, Burger King is expanding their partnerships with delivery services, this time with DoorDash. With an order of $10 or more from participating Burger King locations and using the ominous code “MYSTERYBOX,” participants will receive instructions that will encourage them to keep its content until game day.
DoorDash is further incentivizing the push by offering free delivery from Burger King from January 24 through February 4.
“This limited-edition Mystery Box creates a unique, engaging and innovative experience, and we are excited to launch it nationwide for our customers,” said Christopher Payne, DoorDash chief operating officer.
What will the game day spot unveil? Only a Mystery Box will tell.