The World’s First And Only Burger Guitar.

activation | Online Video | Social | Digital | outdoor | print | In store

PATENT PENDING

Hard Rock Cafe wanted to build awareness to their updated menu and we knew with the steady beat of menu launches within the full-service restaurant category that they needed to do much more than just another ad campaign.

After a tasting session, it was obvious that their all-new new steak burger, topped with a real 24K gold leaf, would be the perfect item to lead the activation. We named it The 24-Karat Gold Leaf Steakburger™ and helped them trademark it to start things off.

An All-New Instrument

We wanted to stay close to the Hard Rock Cafe brand DNA from the 70’s so we focused on rock ‘n roll led ideas. While deep into the concepting process, we began to explore the notion of letting the world actually hear the wild rock ‘n roll soul within this delicious burger. We were on to something.

After 8 weeks of work, we invented the world’s first burger electric guitar (patent pending) that could actually play music through the burger’s ingredients. For real.

HOW DOES IT WORK?

The delicious instrument has a single-board micro-controller wired into the digital guitar’s circuitry which enabled musical notes to be played through the ingredients via touch capacitance. As the musician touches a bun or tomato or steak patty, a unique musical note or riff is played.

Insert burger, plug cords into burger, plug guitar into amp, and then rage.