Case Study: Burger King uncovers ad performance insights with CoolTool

Burger King - Customer Case Study

Burger King worked with CoolTool to evaluate the performance of their unconventional and emotive #EATLIKEANDY Super Bowl advertisement. The challenge was to understand the subconscious impact of the ad, which featured a non-dynamic plot of Andy Warhol eating a burger, and to determine how it influenced viewers' emotions and intent to purchase.

Using its marketing testing SaaS platform, CoolTool employed neuromarketing technologies, including AI-powered webcam eye tracking and facial coding, on a sample of 75 respondents. The solution revealed that while branding elements were noticed, the ad failed to hold attention and provoked conflicting feelings of boredom, sadness, and a late rise in delight. The measurable impact showed that only half of the viewers noticed the Burger King logo by the ad's conclusion, providing crucial insights for optimizing future marketing investments.

Burger King