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Proposal:“Have It Your Way” Scholarship Campaign <br />Thomas Anderson, Dresden Dorazewski, Diana Mazuera, Colleen Moore, ...
Agenda<br />Campaign Objectives<br />Target Profiles<br />Big Idea<br />Launch- Buzz<br />Consumer Journey<br />Media Plan...
Campaign Objectives<br />Increase awareness of the Burger King Have it Your Way Foundation and the Burger King Scholars pr...
Who is our target?<br />Primary Target: <br />Adults 18-49 who are Med-Heavy Fast Food Users<br />
Fast Food Consumer:<br />U.S. Adults 18-49: <br /><ul><li>   Over 96 Million areMedium/Heavy </li></ul>    Fast Food consu...
  +90% cellular/mobile phone</li></ul>Campaign Target:  Mobile-Active Fast Food Consumer<br /><ul><li>82% carry their cell...
    Smartphone users 68% more likely to play games than the total population.</li></ul>-  If you think that most gamers ar...
LAUNCH: NYC<br />
LAUNCH: mIAMI<br />
The Consumer Journey<br />Step 1:<br />Find & Scan QR  Code <br />Peak Interest/ Call to Action <br />Results:<br />Increa...
BK APP Campaign<br />PAID<br />OWNED<br />EARNED<br />OOH<br />BK Games Website<br />Word of Mouth<br />TV<br />BK App<br ...
Paid<br />OOH<br />Oversized QR codes in selected launch cities<br />Billboards, wallscapes, taxi advertising, commuter ra...
Paid<br />TV<br />:30s on cable networks such as Adult Swim, Teen Nick, MTV2, Fuse, VH1, MTV, G3<br />Broad target reach<b...
Paid<br />Internet<br />Display ads such as standard IAB units, non standard IAB units and video<br />On websites with top...
Owned<br />BK App and BK Games Website<br />Our tech savvy target can participate in the Burger King Scholars Trivia via t...
Owned<br />Social Media Pages<br />Pages such as Facebook, Twitter and YouTube to reach our digitally engaged target <br /...
Earned<br />
Measurement and Evaluation <br />During the fundraising month (October),<br />We hope to…<br />Increase sales of Burger Ki...
THANK YOU<br />
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Burger King Intern Presentation

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Burger King Intern Presentation

  1. 1. Proposal:“Have It Your Way” Scholarship Campaign <br />Thomas Anderson, Dresden Dorazewski, Diana Mazuera, Colleen Moore, Kristen Radomski<br />
  2. 2. Agenda<br />Campaign Objectives<br />Target Profiles<br />Big Idea<br />Launch- Buzz<br />Consumer Journey<br />Media Plan<br />Evaluation<br />
  3. 3. Campaign Objectives<br />Increase awareness of the Burger King Have it Your Way Foundation and the Burger King Scholars program <br />Increase monetary contributions to the BK Fall Fundraiser<br />Increase overall Hispanic consumer participation/consumption of BK<br />Increase consumption of BK breakfast menu items<br />
  4. 4. Who is our target?<br />Primary Target: <br />Adults 18-49 who are Med-Heavy Fast Food Users<br />
  5. 5. Fast Food Consumer:<br />U.S. Adults 18-49: <br /><ul><li> Over 96 Million areMedium/Heavy </li></ul> Fast Food consumers <br /><ul><li> 64% live in Metropolitan Areas
  6. 6. +90% cellular/mobile phone</li></ul>Campaign Target: Mobile-Active Fast Food Consumer<br /><ul><li>82% carry their cell phone wherever they go</li></ul>Extremely Active Smartphone Users: <br /><ul><li>Internet, Email, Games, Radio</li></li></ul><li>Leading Smartphone Penetration: LATINOS<br />Of 50.5 million Latinos:<br />75% mobile subscribers are between 18-44 years old. <br />65% Hispanic mobile subscribers with Smartphone.<br />Smartphone Users & Gaming<br /><ul><li> Over 90% of Smartphone users play a mobile game once a week.
  7. 7. Smartphone users 68% more likely to play games than the total population.</li></ul>- If you think that most gamers are teens, think again.<br /><ul><li> 48% of all gamers are 18-34</li></li></ul><li>Big Idea: Game Application<br />King/Queen<br />Duke/Duchess<br />Prince/Princess<br />
  8. 8. LAUNCH: NYC<br />
  9. 9. LAUNCH: mIAMI<br />
  10. 10. The Consumer Journey<br />Step 1:<br />Find & Scan QR Code <br />Peak Interest/ Call to Action <br />Results:<br />Increased awareness of and contributions to BK’s scholarship program<br />Increased consumption of BK new breakfast items<br />Step 2:<br />Donate $1 to BK Scholarship Fund and Download and Play BK Trivia App<br />Step 4:<br />Redeem coupons at local BK retail stores; share socially with friends and family via social network<br />Step 3:<br />Unlock Crown at each level; receive BK breakfast coupons<br />
  11. 11. BK APP Campaign<br />PAID<br />OWNED<br />EARNED<br />OOH<br />BK Games Website<br />Word of Mouth<br />TV<br />BK App<br />Four Square Check-Ins<br />Internet<br />BK Social Media Pages<br />Online Reviews<br />
  12. 12. Paid<br />OOH<br />Oversized QR codes in selected launch cities<br />Billboards, wallscapes, taxi advertising, commuter rail display, bus advertising, elevator ads, mobile ads and ads at sporting or entertainment events<br />
  13. 13. Paid<br />TV<br />:30s on cable networks such as Adult Swim, Teen Nick, MTV2, Fuse, VH1, MTV, G3<br />Broad target reach<br />
  14. 14. Paid<br />Internet<br />Display ads such as standard IAB units, non standard IAB units and video<br />On websites with topics such as parenting, on-line gambling, blogging, employment search, chat rooms, gaming, movie listings<br />
  15. 15. Owned<br />BK App and BK Games Website<br />Our tech savvy target can participate in the Burger King Scholars Trivia via the BK app on their Smartphone or the BK Games website on their home computer<br />
  16. 16. Owned<br />Social Media Pages<br />Pages such as Facebook, Twitter and YouTube to reach our digitally engaged target <br />Provides the chance for BK to engage in more personal relationships with target<br />
  17. 17. Earned<br />
  18. 18. Measurement and Evaluation <br />During the fundraising month (October),<br />We hope to…<br />Increase sales of Burger King breakfast items<br />Increase donations to scholarship foundation<br />Increase web traffic to Burger King website<br />
  19. 19. THANK YOU<br />

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