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Transcript

  • 1. A CASE STUDY
  • 2. Introduction• Burger King has been very innovative into reaching their target audience at various touch points that was not used by competitors.• The brilliant marketing of Burger King triggered a lot of anticipations from the target audience
  • 3. TVCSetting Records ViralPR & Publicity Application Advergaming Merchandising
  • 4. TVC
  • 5. Viral Marketing
  • 6. Whooper Freak-out• A documentary-style "WhopperFreakout." The campaign includedbroadcast spots as well as athree-minute montage on the web.• Burger King consumers are toldthe Whopper has beendiscontinued. Ranting and, ofcourse, freakouts ensue.• U.S. same-store-sales gainsbeat McDonalds for most of thespring, and first-quarter Whoppersales were up double digitshttp://www.whopperfreakout.com/
  • 7. Application
  • 8. Whooper Sacrifice• Delete 10 friends on Facebook with • A total of 233,906 Facebook users foundthe WhopperSacrifice-App and get a themselves "de-friended" in the name of aWhopper for free. hamburger before Facebook requested the application being changed
  • 9. Merchandising
  • 10. Burger King Flame • Burger King launched a special perfume called Flame by BK. • Supported by a disturbing website featuring absurdly sexy imagery including The King character in grotesquely erotic poses, the product is described as “the scent of seduction with a hint of flame-broiled meat.” • According to some reports, the $3.99 fragrance is being snapped up like hotcakes. Meaty hotcakes.
  • 11. Advergaming
  • 12. Xbox Games• Burger King began offering Burger King • McDonald’s putting only NintendoXbox and Xbox 360 games with their value mascot toys in their Happy Meals.meals in three different genres; action,fighting and racing.• It was reported that 20 million BK Xboxgames had been sold for only being on themarket exactly one month. • Burger King used marketing strategies that none of their competitors are utilizing.
  • 13. PR & Publicity
  • 14. The Burger King Crown Card • The Burger King "Gold Card" entitles its owner to a limitless supply of free food from any Burger King. • The card is presented to celebrities who are "good friends" of the Brand. • In 2006, BK released the "Burger King Crown Card" to the public.
  • 15. Whopper virgins • Featuring television and online ads that show “Whopper virgins” in remote regions around the world who taste the sandwich for the first time against McDonald’s Big Mac. • Burger King said after each taste test the company worked with local authorities to make donations in each region. • Burger King operates or franchises more than 11,600 units worldwide.
  • 16. Setting Records
  • 17. Most Expensive Burger in the world• The fast-food giant launched a$200 burger Wednesday — allin the name of charity.• Setting a new record, theworlds most expensive burgeris available at just onerestaurant in West London,England, once a week.• The Burger beat the previousworld record for the mostexpensive burger, held byDaniel Boulud for the DBDouble Truffle Burger in NewYork, (1994) priced at $130.

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