Our research showed that of all fast food consumers: over 96 million of the U.S. that consumes the most are within our target demographic – 18-49 years old.To secure our efforts at achieving our objectives we really had to get to know this consumer- what do they do, like, use, How do we reach them??Turns out that of this 96 million consumers- 64% live in top metropolitan areas, Big City working class, and over 90% heavily rely on their Mobile phonesIt is with this information that we decided to focus our target to: working girl and guy of the Big City, who live, work, and survive on their mobile telephones.
With in this Heavy smartphone population- comes our efforts to reach the Hispanic/Latino Market.Of the 50.5 million Latinos 75% are Mobile subscribers between the ages of 18-44 and this group is currently Leading the Smartphone Penetration of the U.S.
Burger King Intern Presentation
Proposal:“Have It Your Way” Scholarship Campaign <br />Thomas Anderson, Dresden Dorazewski, Diana Mazuera, Colleen Moore, Kristen Radomski<br />
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 />
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 consumers <br /><ul><li> 64% live in Metropolitan Areas
+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.
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 />
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 />
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 />
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 />
Paid<br />TV<br />:30s on cable networks such as Adult Swim, Teen Nick, MTV2, Fuse, VH1, MTV, G3<br />Broad target reach<br />
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 />
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 />
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 />
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 />