Nicole Zabaleta
On Wednesday, the fast food chain, Burger King, published a new announcement that follows the decision of Trump’s administration to revoke the rules of neutrality in the networks.
The 3-minute ad shows a “social experiment”. The Burger King store implements a “fast lane” for the Whopper. Anyone who does not want to spend more than $26 is forced to wait longer for their meals. Customers who did not want to pay these surcharges had to wait between 15 and 20 minutes.
Net neutrality
The announcement called by the company “Whopper Neutrality” wanted to explain ‘net neutrality’ with hamburgers as an example. Burger King is trying to create some conscience with what defenders say would repeal the regulations by the FCC. The regulations allow service providers to have the opportunity to favor some websites and applications over others.
The US FCC made the decision to end the neutrality laws approved during the Obama presidency in December, giving the issue renewed public attention.
“Can not you give me the sandwich? Are you ready but you can not give it to me?” Asks an angry patron. “Oh God, this is the worst thing I’ve ever heard!”
The end of this announcement ends with Burger King’s mascot. A king with a tunic that wears a mask and a plastic crown, sipping from a large cup. In the cup, we can appreciate the chocolate brand, Reese. It is a clear hit to the FCC president, Ajit Pai. Who is also known for throwing a similar cup at the press conferences.
Pai is in favor of revoking Net Neutrality. He supports the derogation so that the government can ¨micromanage the internet.”
BK Marketing executive talks about Net Neutrality
One of the main marketing executives of this famous fast food chain, Fernando Machado, gave a statement that the company believes that “the Internet should be like Burger King restaurants. A place that does not prioritize and welcomes everyone “
Some people gave life to the net neutrality explainer. Burger King has received many positive responses for taking a position on the subject that is on fire!
“This is brilliant,” said one YouTube commentator by the name of Charissa Ruth.
But for most, the announcement was published as an empty marketing tactic.
Engadget Mallory Locklear wrote that the ad “does not really do a great job explaining the neutrality of the network.”
Without any demand, for now
“Of course, this is not just a PSA. It’s an advertisement after all and is rooted in brand marketing,” he added.
Tony Romm, of Recode, assimilated his observation, calling it another sign that we have entered the era of “conscious corporate monsters with giant marketing departments that see in each social and political cause a 15-minute opportunity for web infamy.”
Tomm points out that Burger King is not involved in any “demand that” seeks to challenge the derogation of net neutrality, and has not seen the need to spend a dime on lobbying on the issue in Washington DC. A spokesman for the company confirmed everything said in CNNMoney.
However, Burger King urges customers to sign a pro-net neutrality petition on Change.org.
Christie-LeeMcNally, executive director of Free Our Internet, a group in charge of right-wing defense, also issued a statement criticizing Burger King for the announcement.
“Burger King’s latest attempt to confront a complicated political problem outside its own industry smells of desperation almost as bad as its Cheetos chicken fries.The only Whopper here is that Burger King is cheating consumers in the world of fantasy by suggesting a totally fictitious Internet pricing regime, “said McNally.
The issue about the announcement caused a stir for the networks and for certain important authorities. The White House will pronounce publicly and directly on these events? Hopefully, Burger King can get away with these criticisms and so on.
