1. The experts of Contented Advertising Agency developed the latest campaign for Bamba Marha with the help of AI (Artificial Intelligence).
A Bamba Beef 2. The hamburger restaurant presents a special burger every month, but the burger for May was different from the usual. This time, the burger was not Jancsa Jani 3. – the popular gastro face of the burger chain – but was created by artificial intelligence. The artificial intelligence was involved not only in assembling the hamburger ingredients but also in devising and creating the marketing strategy.
4. After last year's great success 5. NFT campaign 6. the Bamba Marha Burger Bar once again came up with an innovative campaign that has not been seen before in Hungary. The restaurant entrusted not only its monthly offer but also the entire marketing concept to artificial intelligence. The hamburger recipe generated by AI was created by 9. Contented marketing agency 7. , while its appearance was generated by ChatGPT, 8. . Midjourney 9. But what is AI (artificial intelligence) and Chat GPT?.
10. Artificial intelligence (AI or AI – from the English artificial intelligence) refers to intelligence manifested by a machine, program, or artificially created consciousness.
11. It is the artificial intelligence development of a company called OpenAI, which is capable of answering complex questions in a conversational manner. It is a revolutionary technology, not only for what it can do but also for the impact it can have on certain professions.
A ChatGPT 12. Every marketing material that appeared on Bamba Marha's platforms in May was also not the result of human imagination. The AI-created campaigns helped optimize advertisements and bring a new color to the usual communication. The retrospective analysis of data and algorithms suggest what types of advertisements are effective for the restaurant's target audience.
13. AI-driven marketing solutions are still a rarity in the domestic market. We entrusted the creation of the strategy and the creative concept to AI. We are glad that as the agency for Bamba Marha, we can create innovative campaigns year after year.
14. AI Burger.
15. According to AI, the perfect burger recipe is as follows. On a sesame seed hamburger bun, crispy romaine lettuce is placed, followed by caramelized onions and two slices of tomato. On top of the classically juicy beef patty, emmental cheese and grilled mushrooms are added. Both halves of the bun are enriched with garlic mayonnaise, which gives a special character to the true Bamba experience.
16. The computer-controlled world will also impact the field of gastronomy, according to the owners. While artificial intelligence cannot replace human labor – especially in the case of a handcrafted product – the algorithms created by AI can optimize a restaurant's offerings and provide opportunities for inventing new flavors and combinations.
17. “The burger recipe was created by Chat GPT, and the request was simply for the program to create a special and delicious burger recipe that is not yet on our menu and fits into our offerings.”.
“18. – says Jani Jancsa, the founder-owner of Bamba Marha Burger Bar. –” 19. “It was a very exciting challenge to apply AI in the preparation of the hamburger. Our goal was to connect the virtual world with the world of gastronomy and create an extraordinary and delicious hamburger. The physical burger version – which is only available in May – includes garlic mayonnaise, grilled mushrooms, and emmental cheese, among other things. So ChatGPT created a truly bold recipe.” “It was a very exciting challenge to apply AI in the preparation of the hamburger. Our goal was to connect the virtual world with the world of gastronomy and create an extraordinary and delicious hamburger. In the physical burger version – which will be available only in May – you can find, among other things, garlic mayonnaise, grilled mushrooms, and Emmental cheese. So ChatGPT really created a bold recipe.”
Game with ChatGPT
The essence of the game was that the “AI” took control from Jani and we could regain control from the clutches of artificial intelligence using a simple binary code. Subpage was also created for the action, where participants in the game could ask for help from the built-in chatGPT module during the game. A humanoid created by artificial intelligence reported on the course of the game. The character, the text, the music, and the animation were all created by artificial intelligence. Hundreds participated in the game and the luckiest could enjoy the special flavors of bamba marha completely free for a year.
The results
We timed a press conference for the launch of the campaign because we believed that the story of the first domestic AI project was well communicable and exciting. We calculated well, as the AI Burger campaign ended with several dozen press appearances and a press value of several million.
The burger made it into the top 5 best-selling monthly burgers. The website's traffic increased tenfold at the start of the game, and activity on social media platforms also visibly increased.
As an agency, we consider it a huge success that we have been able to work with the bamba marha team for 6 years now. In this rapidly changing profession – like advertising – such long-term cooperation is rare. Year after year, we come up with innovative campaigns and there is always openness from the client side. After last year's 5. NFT campaign success, it was clear that we needed to continue in this direction. I don't think AI poses a threat to the marketing profession at the moment, but in the long run, we must reckon with the solutions offered by artificial intelligence.
