The curious case of Burger King’s sudden support for net neutrality

In 2018, open internet rules are a branding exercise — even for a fast-food chain.

The debate over net neutrality has a little bit of everything: Activists, protests, well-heeled corporate lobbyists, name-calling, Russian trolls, Twitter memes, Twitter abuse, multiple late-night television rants and even a scary death threat or two.

And now it’s become a branding exercise.

Enter Burger King. The fast-food chain known for ads featuring a silent, lurking, crown-adorned mascot has decided it absolutely must to come to the defense of rules that require internet providers to treat all web traffic equally.

The unlikely campaign takes the form of a video: In it, the company dupes some of its customers into thinking they must pay higher prices for faster delivery of their burgers. And guess what, it’s a metaphor: It’s supposed to show what the web would be like if it had fast lanes and slow lanes, where operators can prioritize some content over others. It is a real fear in the minds of net neutrality advocates, who are still seething after the Trump administration last month eliminated the government’s open internet rules.

Remarks one guest at the end of the video: “I didn’t think ordering a Whopper would really open my eyes to net neutrality!”

Me neither! Anyway, it is about marketing.

It is the age of brands — or rather, #woke brands, those hyper-aware corporate behemoths with gargantuan marketing departments that see in every social and political cause du jour an opportunity for 15 minutes of web infamy.

Net neutrality may seem like a wonky telecom battle with little relevance to a fast-food giant. But it has attracted millions of Americans’ comments and seemingly touched a nerve, particularly among millennials — a fickle crowd that Burger King seeks now to court with its ads.

Otherwise, Burger King did not weigh in at the FCC in 2015 when it wrote the net neutrality rules that the agency’s Republican leaders later scrapped in December. Burger King has not filed a lawsuit to challenge the repeal. A spokeswoman declined to say Wednesday if it would launch or join one later.

Burger King does not lobby for the open internet on Capitol Hill, according to its federal ethics forms, and it similarly did not answer questions this week about its support for a congressional effort to restore the rules. Does Burger King know what a Title II telecommunications service is?

So why did it produce the ad? In the words of Fernando Machado, their global chief marketing officer: “We believe the internet should be like BURGER KING® restaurants, a place that doesn’t prioritize and welcomes everyone. That is why we created this experiment, to call attention to the potential effects of net neutrality.”


Recode – All

Sacramento Kings to build NBA 2K League training center inside arena

Now that the National Basketball Association has its own eSports initiative with NBA 2K League, it's only a matter of time before various teams jump into the digital arena. Qualifiers start January 1st, with draft rounds planned for March of 2018 for…
Engadget RSS Feed

King’s ‘Bubble Witch Saga 3’ Introduces Collaborative Play and Halloween Snapchat Lenses

King’s Bubble Witch Saga 3 [Free], the bubble-busting cousin of Candy Crush Saga, is celebrating Halloween with a first: during this live event, players can play collaboratively. Starting today and up until November 1st, you’ll have to help Stella the witch (appropriate for Halloween) and brand new characters get their candy back from that bad kitty, Wilbur (although I’m sure he’s actually more misunderstood than anything). In this new collaborative mode, you have to join forces with others to pop as many bubbles containing Halloween candy as possible, and the more treats you all gather, the more rewards you’ll get. And if one player loses a level, a team member can recover those lost candies. No candy left behind for sure.

In addition to this collaborative event, King is using Snapchat to enhance the celebrations. For the first time ever in the history of Snapchat, you’ll be able to unlock lenses and filters through another app, in this specific instance Bubble Witch Saga 3. Depending on what level you get to in Bubble Witch Saga 3, you’ll get to unlock exclusive Halloween-inspired lenses and filters for Snapchat. It will be interesting to see if other developers being to take advantage of Snapchat in similar ways given how popular the service is. Enjoy busting Halloween bubbles.

TouchArcade

‘Clash Royale’ King’s Cup Challenge Is Live, and It’s Fun

Supercell continues to give us new, fun ways to play Clash Royale [Free], and this week’s King’s Cup Challenge is among the most interesting, at least for me. The King’s Cup Challenge is a blind deck style Challenge where you get a deck created by the teams competing in the King’s Cup Tournament. Specifically, YouTubers and pro players worked together to create each team’s “Signature Deck” for this Challenge. There’s the “Viva La Sparky” Deck, the “Tower Tornados” Deck, and many others, which we can check out here to prepare in advance for the Challenge. Some decks felt more powerful than others, but overall all of them are well-built.

In order to In order to play the Challenge, you have to do a practice run, and once you do that, you get a free Challenge run. If you get 6 wins before losing 3 times, you can play the Elite Challenge, with better rewards. The Challenge will run until October 29th, and you should check it out, especially since the first run is free.

TouchArcade