3. Perceptual Map
Wendy’s
Busy
People Location
Menu
Dieters
Sheetz
Burger King
Low-Income
Families
Subway
Sonic
McDonald’s
Arby’s
Taco Bell
4. Burger King 4P’s Analysis
Target Market
low income families and also busy families
Product
broiled burger and a wide selection of foods to choose from.
Place
restaurants everywhere around the globe (franchising)
Price
inexpensive (low and middle class families)
Promotion
commercials, websites, and web ads. (Crispin vs. Y&R)
5. The Advertising Agencies
Y&R versus Crispin
Y&R
Got $350m BK account 10 months earlier to help sales;
Developed the “The Fire’s Ready” campaign (broil vs.
fry);
“Flat” and “Uninspiring” message lead to seal Y&R fate.
6. The Advertising Agencies
Y&R versus Crispin
Crispin
Offbeat, unorthodox, and irreverent promotions
Inexpensive ways to gain attention
Award-winning, low-budget campaigns
Out-of-the-box, results-oriented agency
Some loose rules:
zero in on the product
kick the TV commercial habit
find the sweet spot
surprise = buzz = exposure
don’t be timid
think of advertising as a product rather that a service
7. BACK TO THE FUTURE
Crispin’s measures:
Back to the firm's "Have It Your Way" tagline
New TV commercials campaign: “The Office”
www.subservientchicken.com: the chicken video
Subservient TV
Photos
Chicken Mask
Tell a Friend
BK TenderCrisp
Within the first ten days, 20 million people visited the site
8. SUBSERVIENT CHICKEN-CHAPTER 2
2005
To launch a new BK product “Chicken Fries”:
www.coqroq.com (Real band or just a promotion?)
Target market: Young Men
Critics:
Not entertaining other groups
Ruffled the feathers of real metal band Slipknot
Crude attempt to buzz among teenagers by genital humor
Eerie 2004 campaign
100morders of Chicken Fries in the first month
9. A VIRAL TURNAROUND
Would Crispin’s campaigns grow BK's diminishing market share?
Can Crispin produce new ideas to keep BK strong?
New Crispin ad: “Manthem”
BK was on the verge of Public Offering.
Mr. Salguiero:
“All opinions boil down to traffic and sales. Once that happens, everybody
has to shut up with their opinion. We have a very old franchisee base at
this point, and some of us don't understand our customers. We have a
lot of gray hair.”
10. Questions
1.Who is BK’s target audience and what are its communication objectives for that
audience?
Slide 4 : younger crowd and low income familes.
2.With its focus on the "super fan," does BK risk alienating other customers? What
are the implications of this?
3.Why is viral or buzz marketing effective? Analyze the design of the subservient
chicken site’s message, including content, structure, and format. What can you
conclude from this analysis?
4.Do the TV and viral elements of the Burger King Campaign work well
together? What additional elements and media might CPB add to the integrated
marketing communications campaign?
5.What other recommendations would you make to Burger King and CPB to help
them improve the integration of BK’s promotion mix?