To mark the return of the popular Outlaw Burger, Colenso BBDO and Burger King are turning their customers into wanted fugitives.
Security camera footage from Burger King stores around New Zealand will see a $250 price put on the head of customers who order the Outlaw Burger.
The consumer will become the face of a nationwide manhunt with their face splashed across online banners, pre-roll ads and social media.
The first person to correctly identify the featured outlaw on Burger King's Facebook page will collect the $250 reward.
James Woodbridge, GM of marketing at Burger King, said: “The Outlaw concept lends itself perfectly to a manhunt or womanhunt. We are really interested to see the engagement multiplier through social”
Levi Slavin, creative director at Colenso BBDO, added: “Buy an Outlaw and get a price on your head. It's a deliciously simple game that connects social media to the cash register. We're really excited about the new Outlaw campaign and, if the initial response is anything to go by, so are burger lovers.”