This document provides information about websites, landing pages, and a viral marketing campaign by Burger King. In 3 sentences: Burger King launched the "Whopper Virgins" campaign in 2005 to compare their Whopper burger to McDonald's Big Mac by having participants from remote communities with no knowledge of fast food brands try both burgers on camera. The campaign video was posted on a website and promoted virally, but received criticism for its SEO approach and some found the documentary comparing the burgers was not convincing. While the campaign gained publicity, some felt Burger King could have achieved more web traffic and online success with a better search strategy.

1. WEBSITE AND
LANDING PAGES Presented by :-
Shivam Kandwal
Harshit Jain
Rahul Saini
Anshul Bhatt
Shivam Nagar
Vikas Kumar

2. A Web site is a related collection of
World Wide Web (WWW) files that
includes a beginning file called a
home page. A company or an
individual tells you how to get to their
Web site by giving you the address of
their home page. From the home
page, you can get to all the other
pages on their site.
Technical definitions:
A webpage is a single HTML
document
A website is a collection of related
webpages

3. Types
Of
Website
Personal
Portfolios
Social Media
Ecommerce
3
Informative
Corporate
😉

4. Corporate Website
A website that talks about a
specific business. It’s
Deliverables, Team &
Contact Information

5. 5

6. E-Commerce Website
A website that sells products or
services online to its
conssumer

7. 7

8. Social Media Website
A website that allows electronic
communication between online
communities

9. 9

10. Informative Website
A website that combines and
present information from
Different sources. Its
basically a repository of
information

11. 11

12. Personal Website
A website that focuses on an
individual, generally created
as portfolio of work and
for resume purpose

13. 13

14. ▧Choose a website
building platform
▧Wordpress
▧Drupal
▧Joomla
▧HTML5
▧Choose a domain
name (www.) and
host
▧A domain name (a
web address like
yoursitename.com)
▧Hosting (a service
that connects your
site to the internet)
▧Setup, design and
tweak your website
▧Log in to your hosting
account.
▧Go to your control
panel.
▧Look for the
“WordPress” or
“Website” icon.
▧Choose the domain
where you want to install
your website.
▧Click the “Install Now”
button and you will get
access to your new
WordPress Website
How to create a Website

15. GOOD
WEBSITE
Easy to
navigate
Available
24X7
Accessible
Always
updated
Quick
Load

16. Landing Page
A landing page is a web page that
allows you to capture a visitor's
information through a lead form.
Creating landing pages allows you to
target your audience, offer them
something of value, and convert a
higher percentage of your visitors into
leads.

18. 4 Question that landing page should Answer
▧What exactly is being offered?
▧What are the benefits of the offer?
▧Why does the viewer need the offer NOW?
▧How does the user get the offer?

20. Why Should We Use
Landing Pages?
Targeted promotion or product specific
landing pages are focused on a single
objective, and are designed to match the
intent of the ad or marketing collateral
your visitors clicked to reach your page.
In short to increase your
conversion rates.

23. How to make Landing page
▧Clear Call to Action
▧Know your Audience
▧Know your Competition
▧Message Matching
▧Keep it clear and simple
▧Keep your message consistent
▧Write in Second Person : “YOU & YOUR”
▧No choices should be given

24. How do landing pages actually work?
▧Sending the landing page as an email campaign to
subscribers.
▧Posting the link on social networks like Facebook or Twitter
(with or without paying for an ad campaign).
▧Adding the link to the content of a blog post (like we just did
in the previous point).
▧Tweaking SEO settings so that your landing page can be
found by organic (not-paid) search.
▧Creating a PPC ad campaign on search engines and linking to
the landing page.

25. How to Optimize Landing Page

26. Burger King

27. Brief History
▧Burger King, headquartered in Miami, Florida,
USA,recorded revenues of US$ 2.53 billion for the
fiscal year ended June 30, 2009
▧The history of Burger King dates back to 1954, when
two successful businessmen in the fast food industry,
James McLamore (McLamore) and David Edgerton
(Edgerton), set up a fast food restaurant called Insta
Burger King, in Miami, Florida.
▧In 1967, the founders decided to sell the company to
The Pillsbury Company8 (Pillsbury).

28. ▧By 1979, the company had an ownership of 42
percent.
▧In 1989, Grand Metropolitan Plc11 (Grand
Metropolitan) bought Pillsbury, and it brought in
Barry Gibbons (Gibbons) as the new CEO of Burger
King.
▧In September 1989, Grand Metropolitan bought
restaurant properties from United Biscuits
(Holdings) Plc12, including the Wimpy13
hamburger chain that consisted of 381 outlets in
the UK and 148 in other countries.

29. Whoppers Campaign

30. VIRAL Marketing

31. Whopper’s Campaign
▧Burger King Corporation (Burger King) and Crispin Porter and
Bogusky5 (CP+B) launched the ‘Whopper Virgins’ campaign.
▧Launched in 2005.
▧Second largest Market share after McDonalds.
▧This was a viral integrated campaign that involved conducting a taste
test‘ where participants were asked to select the best burger after
having Burger King‘s flagship product, the Whopper, and its competitor
product, the BigMac.
▧To get unbiased results, only those participants were selected who had
no prior information about burgers or the American food culture and
were unaware of any of the burger brands. The company did thorough
research and selected participants from three tribal communities in
Romania, Thailand, and Greenland.

32. ▧The participants were offered both the burgers
and asked to select the better tasting one. Their
reactions were video taped and these were put
together into an interesting and amusing
documentary.
▧According to Burger King, a majority of
participants had declared that the Whopper was
better than the BigMac. This, the company said,
confirmed that the Whopper was America‘s
number one burger.

33. ▧The company launched a website
www.whoppervirgins.com to post teaser ads and
finally uploaded the entire video showing the taste
test experiment.
▧The campaign was backed by other promotional
elements such as TV advertisements, print ads, and
banners, and was designed by the ad agency CP+B
which had conducted most of its previous viral
marketing efforts.

34. Tag Lines Used by Burger King
▧To find out about America‘s Favorite Burger, we had
to leave America.
▧Whopper or BigMac? The Whopper Virgins will decide.
▧Unbiased. Unbelievable. Undeniable.
▧Real locations, real burgers, real Whopper Virgins.
▧Watch the Whopper Virgins take their first bite.
▧No nostalgia. No preconceived notions. No Kings or
clowns.
▧Conducted by independent, third-party researchers.
▧See what people think when no one has told them
what to think.
Source: “Whopper Virgins” www.mahalo.com

38. ▧Digital marketing experts too were not happy about the Search Engine
Optimization (SEO) approach adopted for the campaign.
▧ They argued that Burger King had lost huge web traffic as online users who had
typed Whopper Virgin‘ in Google Search instead of Whopper Virgins‘ had not
been directed to the actual campaign site.
▧Critics pointed out that while Burger King spent so much on advertising outlays
they had ignored a fundamental viral marketing rule of purchasing search ads for
related words of Whopper Virgins‘.
▧Many experts considered the campaign a costly viral mistake on the part of
Burger King.
▧According to industry observers, the company had soon realized that its brand
reputation was at stake, and so had withdrawn the campaign within a month —
after the end of the holiday season in January 2009.
Issues in Advertising

39. ▧Viral marketing experts also felt that the campaign
had succeeded in garnering as much publicity as it had
intended to.
▧Though some Internet experts commended Burger
King marketing tactic to engage social media and
generate publicity, others pointed out that Burger King
could have ensured a higher web presence if it had
worked out a better SEO method as well as a Search
Engine Marketing (SEM) plan.
▧Critics said that unlike its earlier campaigns like
Subservient Chicken‘ and Whopper Freakout‘ which
were huge viral successes, Burger King‘s Whopper
Virgin campaign had a basic flaw regarding its SEO
strategy and this had limited its online marketing
success.

40. Campaign Culturally Insensitive

41. Documentary Not Convincing !

42. Thank YoU
Any Queries ???