CRA POLA
TABLE OF



  7    WHO WE ARE                                      19   THE BIG IDEA
       -   PEEP HOLE: EXECUT...
PEEP HOLE
                                      TAKE A PEEK THROUGH THE




                            [   Burger King ap...
6
ARE
WHO WE
GONE DOWN
    WHAT’S



    IN THE NEIGHBORHOOD




[            In 1954, James Mclamore and David Edgerton introduced
   ...
WHO I AM
                                                                                             I AM




           ...
SWOT
 CHECK OUT
 S
  THESE GUNS
     •	   BK brand equity
     •	   Entertaining Flash properties
     •	   Easily accessi...
THAT’S WHAT
O
  SHE SAID
    •	 Platform for intimate interaction with other indulgers
    •	 Means to attract potential c...
LOVES
WHO


      US
HOUSE GUEST
     THE




[               The Indulger is the Digital Superfan. Not only are their eating
               ha...
[
MONEY LOWDOWN
                Indulgers aren’t rolling in the money, but that sure doesn’t
                stop them fro...
[                Among college students, males are more likely
                 than females to be participate in heavy in...
COME OUT
                                                                          CAN RONNIE




                        ...
ID EA
 THE BIG
TROJAN
   THE



   HORSE




[          In order to understand what would motivate the Indulger to
           log onto BK...
KEY INSIGHTS

                                                                       Out of the 15 in-depth interviews, no...
IT WILL WORK
   WHY




[
                                                                              the first day of r...
STATUS
                                                             CYBER




[   Burger King’s current website is boring,...
DO
WHAT WE’LL
OBJECTIVE
 WEBSITE




       The entire objective of the plan we’ve created is to drive The Indulger to the restaurant an...
THE KING
    KICK IT WITH

                                                                                               ...
ALL HAIL
 KICKITWITHTHEKING.COM (TV/
   MOVIE THEATER—TEASER)
     :15 “Real Estate Agent”
                               ...
SEARCH
THE



             BEGINS


The King is royalty, and that’s that. Nothing is too         Examples of pre-launch, n...
YOURSELF
                                                                                         HAVE




      [   Start...
KITCHEN
     Menu board and nutritional facts are an easy find
      when you step into The King’s Kitchen. Click on
     ...
LIVING ROOM




 Pop off your shoes and relax
your feet cause this big screen
  is here for your viewing plea-
    sure. Y...
Godzilla Room- Enter a city landscape and pick to
                                                        be either The Ki...
Anti-gravity room- Don’t let the force of the earth
hold you down. Float around, jump through loops,
        and play arou...
THE ROOMS
     DON’T END HERE
This ain’t no mansion on the Hills with 12 rooms and a guest house. Were talking an endless ...
Tagging Room: Lets see your artistic abilities as you spray paint your own master piece in the King’s palace. You will
get...
KINGDOM
             THE



                        CURRENCY




[
             Currency can be earned through a variety o...
KING JABBER
                                                                           IDIOT143: Hey do you want to go hel...
AMBUSH
CREATIVE




One of the most vital parts to the success of this web-
site is intercepting and catching Indulger’s a...
On the Onion.com, there will be news
     stories of what the King is up to. This will
       be very popular before the K...
POST-LAUNCH
VIRAL VIDEOS

 These viral video will be aired post-launch, to
 attract curious consumers to the site.




 KI...
KICKITWITHTHEKING.COM (TV—TEASER)                                      KING GRABS HOLD OF THE OTHER SIDE OF THE BUCKET AND...
BLOG & FACEBOOK
  APPLICATIONS


Download your own kickitwiththeking.com application and you can show off what your
avatar...
To publicize that the King has found
   a home, The Royal Movers’ moving
trucks will be found driving the streets.
These q...
MEDIA
   TAKING THE



  BY STORM



[          With only $10 million we have to be smart to reach the In-
           dulg...
47
The King has found a new home, and the door is
open to all. Through pre- and post-launch promotions,
Indulgers will be led...
Bk Final Book
Bk Final Book
Bk Final Book
Bk Final Book
Bk Final Book
Bk Final Book
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Our group at BYU\'s book for a project with CP+B.

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Bk Final Book

  1. 1. CRA POLA TABLE OF 7 WHO WE ARE 19 THE BIG IDEA - PEEP HOLE: EXECUTIVE SUMMARY - CYBER STATUS: WEBSITE POSITION - SUPERFANS WELCOME: SITUATION ANALYSIS - PLAN OF ATTACK: AD PLAN - SWOT - WHY IT WILL WORK: - WHATS GOING DOWN: BRAND EVALUATION - THE HOT MESS: PROBLEM - SHOW ME: COMPETITION 27 WHAT WE’LL DO - - KICK IT WITH THE KING - HAVE YOURSELF YOUR WAY 13 WHO WE LOVE - KINGDOM CURRENCY - HOUSE GUEST: TARGET DEMOGRAPHIC - ALL HAIL THE KING - THE TROJAN HORSE: STRATEGY - NOT GOOD ENOUGH 3
  2. 2. PEEP HOLE TAKE A PEEK THROUGH THE [ Burger King appeals to all people, but especially to the Superfan. BK has successfully connected with this target through TV, radio, and non-traditional methods... But the problem is that these Superfans live in a digital world now where the internet is king. They need to be entertained and connected to friends. BK.com’s main objective must be to give the Superfan a site that will make them want to come back time and time again. *** It should be unpredictable and always changing—surprises around every corner. The new site will transform BK.com into The King’s world. This game-like atmosphere will provide users opportunities to move up in status, gain favor with the King, and earn free stuff at BK. The site and store will cooperate to in- crease brand equity and sales simultaneously. The BK site will be a daily internet destination for Superfans. Everybody is going to want to “Kick it with the King.” 5
  3. 3. 6
  4. 4. ARE WHO WE
  5. 5. GONE DOWN WHAT’S IN THE NEIGHBORHOOD [ In 1954, James Mclamore and David Edgerton introduced the first BK in Miami Florida. Just three short years after BK.com is a top 5,000 website and has average 410.6K visits per month since March 2008. Even so, BK.com ,, Why would I visit ,, opening, America’s new burger, the Whopper, was born and falls short of the success of the current advertising cam- quickly grew in fame becoming a rock star among burgers. BK HISTORY paign. It appeals to investors, potential employees, nutri- In 1974, BK introduced the “Have It Your Way” campaign. tion fact finders, but not the Superfan. The campaign embodied the extreme customization of the WHOPPER which can be ordered 221,184 diifferent ways. a restaurant website? In 2004, ad agency Crispin Porter + Bogusky got up- - Daniel Carper (Superfan) ( close and personal with their consumers and pinpointed BK’s most valued customer, the Superfan. Popular microsites with unique names such as sethcome- dy.com, simpsonizeme.com, and subservientchicken.com The Superfans are the heart have no link and little relation to BK.com. The BK.com site of BK’s sales and success. needs to be the flagship for its online presence. They are only 18% of total customers, but they generate around half of the profits for BK. CP+B’s ad campaign in- troduced the character of The King and has continued to be extremely successful due to viral internet campaigns, witty TV spots, and intriguing non-traditional media. In contrast, BK.com has remained traditional, corporate and bland. 8
  6. 6. WHO I AM I AM [ Burger King is your cool uncle. You know the guy, he’s your Mom’s youngest brother, and she can’t help but to get a little * nervous anytime he’s around. While everyone else gives you the facts of life all covered in sugar and roses, He’s the one who waits until no one else is listening and then gives it to you straight. You love it. You want the hot girlfriends he brings to family get- togethers. You wish his college streaking stories were yours, you can’t resist his “so-what” attitude, and love the way he drives your Mom crazy. No one else in your family is like him, and no other competitor in the fast food market is like Burger King. Using this irreverent ap- proach and breaking through the conservative mold of fast food marketing has helped Burger King brand itself as the cool uncle among the family of fast food restaurants. That’s just the way it is, so count on it like an abacus. 9
  7. 7. SWOT CHECK OUT S THESE GUNS • BK brand equity • Entertaining Flash properties • Easily accessible BK information • The King and other well-known characters • BK Promotions THIS STUFF IS W WEAK SAUCE • A corporate website with little interactive or entertaining elements • Does not correspond with current advertising • Not consistent with the BK voice • Does not connect with the consumer • No links to microsites 10
  8. 8. THAT’S WHAT O SHE SAID • Platform for intimate interaction with other indulgers • Means to attract potential customers without use of con- ventional advertising • Leaving an impressive footprint on the widespread world of interactive online gaming and social networking • Transform the consumer’s negative perception of the “res- taurant website” into a positive and attractive perception T OH CRAP . . . • Other restaurants’ promotions that will cause a loss for BK; e.g., McDonald’s Monopoly • Current time-consuming popular websites; e.g., Youtube, Digg, Second life, Facebook, MySpace, Hulu • New technology that may make the future BK.com obsolete and irrelevant 11
  9. 9. LOVES WHO US
  10. 10. HOUSE GUEST THE [ The Indulger is the Digital Superfan. Not only are their eating habits indulgent, but they crave online social entertainment. They are heavy users of fast food and are typically 18 to connected to the world. When they are on the Internet, they want a steady stream of interconnectivity and en- tertainment. Just like their food, they want to spend their ( 35-year-old males who gobble fast food at the devil-may- time their way. When they visit BK.com, they want it their THE INDULGER care rate of 9 to 16 times a month.1 way too . . . and right now, it isn’t. Time, ultimately, is of greater The Indulger has the same motivating drive that keeps ,, the gangstas rollin’ and the players playin’: they want to importance than nutrition. 2 be cool. They have confidence and strive for acceptance. ,, They want to be wanted. Indulgers represent 18% of the total customer base, and make up 50% of Burger King’s profits. They eat out 64% I’m totally of the time and because of a tight budget, they eat cheap. These Indulgers are so busy; they don’t have time for three addicted to facebook. square meals a day.1 - Aaron Stout Their indulgent social and entertainment habits compel them to discover new and fun websites so they can be THE HOUSE HAS WIRELESS, RIGHT? the conduits of social and entertainment knowledge for The Indulger spends around four hours per day on the their network of friends. The more connected they are, Internet. They need to get their to-do list done, but their main the more wanted they feel. purpose is to gain social currency by visiting entertainment and social networking sites, which they love and indulgently visit several times a day. The Indulger is addicted to being 14
  11. 11. [ MONEY LOWDOWN Indulgers aren’t rolling in the money, but that sure doesn’t stop them from eating what they want. With BK, they can get full at a low price, and they can be entertained on the net for hours for even less. Every bit of their money will be spent if they have some- thing worth buying. When deciding what products to buy, price is always a factor. Getting a better price is cited as the primary factor when making a purchase decision as said by 60.5% of the respondents. 3 $ Whether the pressure comes from the creditor or their friends, they find a way to pay. GLUED TO THE TUBE What are the Indulgers doing when they are not at BK? Indulg- ing in the media, of course. They watch Family Guy, Simpsons, South Park, It’s Always Sunny in Philadelphia, on programs such as G4, Adult Swim, Comedy Central, MTV2, and FX. They love video games and over 62% of the Indulgers are gamers. Time is precious to them and they are constantly on-the-go, even if they have nothing to do. In order to always stay in the loop, they will always have their cell phone or laptop handy. Like their food, they want everything fast. 15
  12. 12. [ Among college students, males are more likely than females to be participate in heavy internet usage. They love their net and spend more than 4 20 hours online per week. THE PLAYGROUND In general, men 18-34 view more web pages each month than women their same age (2,353 vs. 2,305 in August 2008). These men also view 5 63% more individual video streams than women their age (1.4 million vs. 893,000 streams in August 2008). They prefer short-form videos on consumer-generated media sites. Parties will end and restaurants will close, but the internet is open always. Marketers can reach these young adult consumers 24/7 by having a presence online. 1. Burger King of Cool? USA Today By Bruce Horovitz 2/17/2007 2. Quick Service Restaurants- US June 2008 Mintel Report 3. http://www.harrisinteractive.com/news/allnewsbydate.asp?NewsID=480 4. http://www.impactlab.com/2006/09/20/college-students-spend-more-computer-time-than-tv-time 5. http://blog.nielsen.com/nielsenwire/online_mobile/how-young-male-consumers-get-their-media/ 16
  13. 13. COME OUT CAN RONNIE [ AND PLAY? They love us so much, they want to imitate us and be like us. Competitors include Jack in the Box and Sonic Drive-in. The biggest competition franchises up against BK * are McDonalds, Wendy’s and Carl’s Jr. Other competitors include Jack in the Box and Sonic Drive-in. BK needs a website that will tie Ronald Mcdonald’s hair into red pigtails and kick his butt to the curb. The leader in the industry is McDonalds, and they have a stronghold on fast food restaurants and online presence. Cur- rently BK.com is third among daily unique visitors trailing Mc- Donalds.com and Wendys.com. But this is a technicality that we will eliminate. 17
  14. 14. ID EA THE BIG
  15. 15. TROJAN THE HORSE [ In order to understand what would motivate the Indulger to log onto BK.com and visit the restaurant more frequently, our agency conducted 15 in-depth interviews. The results gave us crucial information that eventually brought us to our big RESEARCH 200 BUBBLE CARTOONS idea. .. To understand the target market’s current perceptions Extensive secondary research was conducted by analyzing of BK.com, the Burger King restaurants, and the major Mintel reports, current articles, and web analytics. Motivation, competitor, we used 3 different cartoon bubble drawings media habit, and target information was discovered through and asked respondents to fill in what they believed the . this research. person in the cartoon was thinking. Cartoons were given to 200 subjects within the target’s age demographic. The information received from these bubble drawings was critical. Research Summary Primary Research done with The target:15 videotaped in-depth interviews 20
  16. 16. KEY INSIGHTS Out of the 15 in-depth interviews, none of them said they have visited BK.com prior to the interview. Why would they visit a restaurant web site? BK.com lacks their primary motivating factors, free food, interactive social networking, and exciting new entertainment. They value money, time, and social currency to benefit their confidence. Having these factors would be the catalyst [ ,, If the website was like ,, for visiting a restaurant website. Woman: Remember when Whoppers were huge and .99 cents? Man: I remember. At least they still give away the that, I would definitely go. ,, I am not afraid to admit crowns. - Daniel Carper Woman: At least it’s better than McDonalds. that I am a nerd. , , Man: Do you think if I go in The King will put money in my pocket? Woman: I wonder if they have low-fat dressing for their salads. [ Man: Damn, I wish I could still fit in the play place. I love video games. ,, I am addicted ,, - Jordan Pacific Man: Why the hell am I on a fast food restaurant’s web site? I only visit three websites, and this one is not one of them. Man: Where’s The King? to the internet. Man: Is there anything here that I could show my friends? - Jimmy Mclaughlin Man: Where are the coupons and games? Come on, now, enough talkin’ the talk. Will it walk? 21
  17. 17. IT WILL WORK WHY [ the first day of release. Each of these games have given In 2006, Burger King got its Superfans to fork over an ex- players an interactive world that enables them to create tra $3.99 for a BK Xbox game. They sold over 3.2 million entertainment and content for themselves and others. games during the holiday season. Most importantly, BK had Giving gamers a world where they can play, socialize, a 40 percent profit increase in the fourth quarter of 2006. create, and shape their environment is the next big move EVIDENCE for Burger King to take. This was not a cheap trick to get the Superfan to buy more Whoppers. These games delivered satisfaction and sent The idea of the new BK.com website is to transform an a message that Burger King is the most in-tune fast food average burger restaurant page into an interactive social restaurant with the Superfan. For many, BK became their networking game that connects BK Indulgers with their favorite fast food restaurant, friends and the restaurant simultaneously. Upon visiting the new BK site, Indulgers enter the house of the mysteri- And to some, Burger King ous King and his celebrity crew. The beauty of this new became their best friend. world is to allow Indulgers to dive into the Kings space. He is a man of mystery and luxury that Indulgers want Burger King’s innovation to capture a video game market to become a part of while still being able to interact with was revolutionary. During January 2008, World of Warcraft their friends and earn free stuff. surpassed 10 million accounts. Second Life has 15 million registered accounts and has 38,000 residents logged in at any moment. Grand Theft Auto IV sold 3.6 million copies If BK was to do the same thing with its website, it would be perfect... 22
  18. 18. STATUS CYBER [ Burger King’s current website is boring, informational and corporate. It’s a turnoff to the customers. The innocent tone BK.com carries does not correspond ,, This sucks! Where’s The King? ,, to the current mainstream ad campaigns and offers little incentive for customers to visit either the website. - indulger BK.com will continue the irreverent “cool Uncle” tone and become the best way to connect Burger King to its customers by reinforcing the current ad campaigns and providing a source for social entertainment. It will compel BK’s customers to not only return to the website but also the restaurant time and time again. 23
  19. 19. DO WHAT WE’LL
  20. 20. OBJECTIVE WEBSITE The entire objective of the plan we’ve created is to drive The Indulger to the restaurant and increase sales at Burger King. Bottom line, this is going to increase profits for the Burger King Corporation. Using an intensely interactive and addicting online experience, the website will drive The Indulger to the restaurant, and the restaurant will drive The Indulger back to the website in a game where the users online social and economic standing improves as they eat more whoppers. This website is the BK executives order for King sized profits, with extra cabbage. 27
  21. 21. THE KING KICK IT WITH The home page gives you an aerial view of The Kings new home. Scroll over the house and you’ll receive a welcome to come on in. [ Being of royal lineage and all, the King needs a home fitting to his status. He’s had enough of these taupe colors and relaxed surroundings, he’s ready for a home that’s as crazy and fun as he EVIDENCE his. Because of this newfound need for a fitting fortress, he’s in the market. Once he finds his new home, his next step is find- ing roomies. And the King’s allowing anyone to become residents of the mansion. Your bedroom starts out bare, your avatar starts out as a no- We understand games aren’t for body, and you have no currency on your avatar’s everyone. If you want nutritional credit card. The only way to go is up, and that’s information, store locations, or other standard BK information, click on the the point of the game. Everyone can earn cur- constant side map bar. Each option rency, upgrade their possessions, and develop will take you to the room in the house where the corresponding information a personality. If you play long enough, you might is located without having to explore even earn some free food to BK restaurants. the house. Although BK’s site is now a game, the game is still the BK site. 28
  22. 22. ALL HAIL KICKITWITHTHEKING.COM (TV/ MOVIE THEATER—TEASER) :15 “Real Estate Agent” ATTENTION, SCENE OPENS WITH THE KING AND HIS REALTOR FLYING IN A HELICOP- TER. THEY’RE IN THE SEARCH FOR THE KING’S NEW PAD. REALTOR: I’m really excited about this. I’m not gonna’ lie, I think it’s the one. THE KING The King is an A-List celebrity, and anytime an A-Lister goes house REALTOR POINTS OUTSIDE THE shopping, it’s a pretty big deal. The media would be ALL OVER the HELICOPTER DOOR TO A HOUSE BELOW. CAMERA REVEALS A place if Brangelina were unpacking home furnishings from a fleet of BIRDS-EYE VIEW OF AN ENORMOUS MANSION: LARGE LOT. EXTRAVA- moving vans into their new residence. And that’s the idea: Create GANT POOL. THE WORKS. such a buzz that when the King moves in, a media frenzy ensues, streets are forced to close down, paparazzi start climbing trees, and riots break out amongst common people trying to catch a glimpse REALTOR: Okay, we’re talkin’ 2 acres, of The King. intricate Renaissance architecture, backyard buddies with The Shaqster, it’s even got a few of those loopty- loop slides you requested. What do The pre-launch, traditional media mix will include internet, outdoor, you think? and television advertisements. Internet and billboard advertisements will be used primarily to inform and to get the date out. If they’re used effectively, everyone in the country will know something big THE KING AWKWARDLY TURNS is happening on July 1st. Television ads will serve as a window into TOWARDS THE REALTOR, SHAKES HIS HEAD WITH DISAPPROVAL AND The King’s quest for a suitable pad. After the public sees him fly in MOTIONS IN AN IMPERIAL MANNER on a helicopter, take one look at a home comparable to the Play- TO MOVE ON. boy Mansion, shake his head in disgust and turn right back around, buzz will build as to what The King is actually looking for. VO: The King’s in the market for a new pad. Where will his search take him? The last time we’ll be using traditional media will be on June 30th, the day before the launch. After that, more promotions will be done non-traditionally, through actual media attention, television shows, and guest appearances just like those done by Hollywood stars promoting their summer Blockbusters. 29
  23. 23. SEARCH THE BEGINS The King is royalty, and that’s that. Nothing is too Examples of pre-launch, non-traditional media will include good for him. And a lot is not good enough. Adver- such things as widely distributed magnets, to stick on “For tising prior to the website launch will be focused on Sale” signs across the country, with the face of The King capturing the attention of America and have them and the words “Not Good Enough”. Also, various “House dying to know, “What home will be good enough for Wanted” ads will be placed in the classifieds of major The King?” newspapers nationwide. The website launches July 1st, the day the King moves into his crib. House shopping isn’t anything that happens overnight, and we’re trying to keep this experience as real as it possibly can. Our promotion will start in March since finding the perfect house will take some time. Between the months of June and July, we’ll be using a combination of both traditional and non-traditional media to spark attention, create curiosity, and inform people of the day the King moves in and how they can be a part of it. The entire objective of all advertis- ing prior to July 1st is to get the paparazzi in the trees and the riots on the streets when the King’s army of moving trucks pulls into his driveway. 30
  24. 24. YOURSELF HAVE [ Start out by building your avatar however you would like. YOUR WAY Next, give yourself a personality. This’ll be something you work for. A permanent fixture on the website will be your personality meter. If you push someone off their Segway as they ride past you, expect your personality meter to move towards Jerk Face. e! Welcome to the King’s new home! one There’s plenty of exploring, pranking, and befriending to be done oom here… so much that you might just want to deck out your own room and stay awhile! Have fun! (and try not to get into too much trouble.) R? NEW TO THE SITE? ALREADY A REGULAR? LOG IN HERE CREATE AN AVATAR USER NAME SNOOP ANONYMOUSLY PASSWORD Upon entering the house you’ll be greeted by a welcome letter that will allow the player to choose between exploring the house anonymously or creating their own avatar. Welc om e to t There he K ’s here… plenty o ing’s new so mu f exp ch that loring, p you m rank ight ju ing, and b home ! 31 st w efrie
  25. 25. KITCHEN Menu board and nutritional facts are an easy find when you step into The King’s Kitchen. Click on The King’s cookbook and they will pop on up. You can be led directly here by the side menu bar, or find your way here when exploring the house. 32
  26. 26. LIVING ROOM Pop off your shoes and relax your feet cause this big screen is here for your viewing plea- sure. You can choose from our commercial stash and kick back and enjoy the laughs. 33
  27. 27. Godzilla Room- Enter a city landscape and pick to be either The King or Godzilla. Have fun kicking the crap out of each other. If the role of these charac- ters are taken, join other avitars and climb up the burger king towers. Use any weapons you can get your hands on (harpoons, bow and arows, ect. Your goal is to bring down these two giants. Paint Room- Walk into the paint room and find your self on the ledge of a diving board. Dive off and free fall down a giant pit, knock down the paint colors you like. When you hit the bot- tom you’ll see the art piece you created. 34
  28. 28. Anti-gravity room- Don’t let the force of the earth hold you down. Float around, jump through loops, and play around with the human slingshot. 35
  29. 29. THE ROOMS DON’T END HERE This ain’t no mansion on the Hills with 12 rooms and a guest house. Were talking an endless amount of rooms with endless amount of new stuff to discover. When rooms get old, they phase out and new ones appear. King of the Room: Fight friends in a mosh pit. Last man standing wins. Destruction Room: Arsenal included to destroy any and everything. Painting Gallery: Go through the door and submit an image of a face and a hobby. As you walk through the art exhibit, the face that was imported is artistically displayed on every canvas. Velcro Room: Walk into a room of velcro and trampolines. Toggle with key combinations to fit into pre-made body shapes on the wall for points. Bubble Wrap: Nothing more enjoyable then hearing the crisp popping sound of bubble wrap. And with it covering the walls and floor, every step is a dream come true. Rave Party: Black lights. Body paint. And techno. Get Shrunk: As you walk into this room, your avatar is shrunk to mini size, yet all the objects in the room retain their normal size. With obstacles in your path, get points for getting through the room. 70’s Room: The point of this room is to rock out your dance moves. You can create your own beats to dance to or upload your favorite song. All the while, the King is DJ-ing from the balcony. Human Aquarium: Walk in and transform your avatar into an underwater sea creature. Float. Swim. Sink. Have fun. NCMO Room: Go ahead, pick any other avatar you want. The lights are low and the mood is right. You can find a love sack of your own, or pull a prank on the sickos making out right next to you. Fur Room: Polar bear fur-covered walls, floor and ceiling. Now do what you will. 36
  30. 30. Tagging Room: Lets see your artistic abilities as you spray paint your own master piece in the King’s palace. You will get rated on creativity and can frame your piece of the wall. Slow-Mo Room: Everything in this room moves in slow motion, giving you a better chance of getting a glimpse of the King or any of the other BK members! Karaoke Room: Think you’re good at R-E-S-P-E-C-T? Challenge a friend and see who can hit the most notes and score the highest. Pimp My Ride: You’ve pimped out your room, now pimp out a ride of your choice. If the King likey then you might find one of the only ways out of the house—a free joy ride. Car Crash Testing Room: Upload a car from a list or import your “pimp my ride” vehicle to test if it is fit for the high- way. Petting Zoo: Walk into a room with cages of lions, pythons, etc. on either side. Some people might set them free on purpose, while others cooperate to get them back in their cages. King’s Labyrinth: Everybody likes a maze, but don’t decide to enter unless you willing to figure this one out. There is only one exit, but once you got it go back and help the others. Frogger: Try to cross the street while Homer’s drunk driving and Whopper Jr.’s talking on his cell phone. The Arcade: Wait What? Playing video games inside of a video game- Crazy! Surveillance Room: Take a little peek at what’s going on in the other rooms. Hell: In this room, there is fire and brimstone. A big fat devil lives there. And there are periodic consequences for dwelling. E.g., computer pop-ups, freezes of other programs. Ambush: Walk into a dark, calm room. Suddenly, those in the room are attacked by NINJAS!!! Throwing stars, kata- nas, and smoke bombs in full throttle. Jury Room: At periodic points of the day, there is a pop culture trial involving a celebrity. You can be selected for jury duty or just sit in the audience and see the hilarity of it. 37
  31. 31. KINGDOM THE CURRENCY [ Currency can be earned through a variety of ways. The Just whip it out, and a credit card can buy fastest, and easiest way to earn currency is by eating at you anything. But depending if you have a . Burger King and entering in the code once signing in online. gold, platinum or black card, your benefits change. By doing favors for the King, you Completing favors for The King, such as recruiting new ten- get points. By getting points, your credit . ants to live with him or taking a picture at McDonalds wear- card ranking increases. And by improving ing a BK crown can also earn currency. However you earn your rank, you gain access to the hottest, OBJECTIVES your currency, you’ll have an array of options to spend it on: most exclusive rooms in the house. Once . you earn the points and swipe the card, you’re card status may go down a level, Transportation vehicles such as segways, roller depending on your remaining points, but skates, go-karts and hover-boards you still get to keep access to the room Household accessories, to deck out your room such as you worked to become a member of. Since flat screen TVs,king-size beds, disco balls, shake ma- there are always new rooms being created, chines, fire poles and double headed showers there’s always a need for continual credit Access to exclusive rooms such as clubs and special card progress. rooms 38
  32. 32. KING JABBER IDIOT143: Hey do you want to go help me feed Optimus Prime a whopper? CARLY W: Maybe... What’s in it 4 me? Do we earn something? IDIOT143: Yeah there’s a reward, but i can’t Have the ability to chat with your friends while they’re on do it alone cuz the whopper’s huge KickitwiththeKing.com. Be able to check availability of all CARLY W: oh yeah i saw some people doing that i think on-line friends by either a green or red icon next to their IDIOT143: So are you in or what? name. And if they’re not a member? Send out an invite email. ADD AS FRIEND SEND STASH Carry around all your cool stash here until your ready to use it ex. segway, bats, sling shot… OUR SH Y A ST 39
  33. 33. AMBUSH CREATIVE One of the most vital parts to the success of this web- site is intercepting and catching Indulger’s attention while they’re online. This market spends most of their Internet time staying socially connected to their friends and catch- ing up on the funniest new videos. So the challenge is to give them a reason to leave the comfort of their old sites and move on to the hottest, most kick ass website in this cyber of a world. Some of the most popular websites for Indulgers include Facebook, Myspace, Twitter, IGN, ESPN, and YouTube. Therefore, we’re going to to use all of their current web- sites to promote BK’s new site. This will be done by posting banner ads on these sites with live time video footage of what’s going on in the house. Watching the King run by with three hotties, carrying a large fondue maker, a hockey mask and a bowling ball would get anyone interested in the happenings at the King’s house. “What’s going on over there? Did I just see Homer Simp- son run by with a flamethrower?” 40
  34. 34. On the Onion.com, there will be news stories of what the King is up to. This will be very popular before the King moves in because readers can follow him on his house hunting trips. After the launch, [ stories will include topics like what pranks the King has pulled, the mass chaos he’s caused, and the new people he’s been bringing to the house, like P. Diddy or Optimus Prime. 41
  35. 35. POST-LAUNCH VIRAL VIDEOS These viral video will be aired post-launch, to attract curious consumers to the site. KICKITWITHTHEKING.COM (TV TEASER) :15 “Paint Room” SCENE OPENS WITH THE KING AND A YOUNG GUY BENDING OVER AGAINST A WALL. THEY STEP AWAY AND TWO BLUE BUTT CHEEK IMPRINTS ARE BRANDED ON THE WALL. CAMERA THEN CUTS TO A SLOW MO SHOT OF THE KING DIVING INTO A LARGE PUDDLE OF BLUE PAINT. CAMERA CENTRALIZES ON THE KING’S FACIAL AND BODY MOVEMENTS AND HE SLIDES TOWARDS THE CAMERA. SCENE CUTS OUT JUST BEFORE THE KING SLIDES INTO THE CAMERA. ART CARD: KICKITWITHTHEKING.COM 42
  36. 36. KICKITWITHTHEKING.COM (TV—TEASER) KING GRABS HOLD OF THE OTHER SIDE OF THE BUCKET AND THEY EXCHANGE :15 “Bouncy Balls” MISCHIEVOUS GLANCES WITH A NOD. SCENE OPENS ON A GUY IN HIS EARLY TWENTIES HOLDING A LARGE BUCKET THEY FLIP THE BUCKET OVER AND BALLS BEGIN POURING OUT OVER A BALCONY. FILLED WITH HUNDREDS OF BOUNCY BALLS. YOU CAN SLIGHTLY SEE THE BALLS CAMERA SHOT FOLLOWS THE BALLS POURING THROUGH THE AIR AND EXPOSE A INSIDE. MAN’S PANICKED FACE BELOW. KING WALKS INTO FRAME AND JOINS THE GUY. BALLS HIT HIM IN THE FACE AND CAMERA ZOOMS OUT TO EXPOSE BALLS WILDLY BOUNCING IN THE ROOM. MUSIC: “HE TALKS TO ME” BY LORRIE MORGAN CAMERA THEN CUTS BACK TO THE KING AND GUY AS THEY EMBRACE EACH OTHER EVERYTHING IS IN SLOW MOTION, MOVING INSYNC WITH THE EMOTIONAL BACK- IN GRASPED HANDS. GROUND MUSIC. ART CARD: KICKITWITHTHEKING.COM 43
  37. 37. BLOG & FACEBOOK APPLICATIONS Download your own kickitwiththeking.com application and you can show off what your avatar is doing at anytime of the day. The screen will show onlookers a live surveillance camera view of all the mischief your avatar is getting into. I JUST STOLE JOE’S SEGWAY- SUCKA! Type what you’re up to at the King’s Crib here kickitwiththeking.com Blog Application 44
  38. 38. To publicize that the King has found a home, The Royal Movers’ moving trucks will be found driving the streets. These quirky trucks will lead people to the website that’s posted on them. During the 2 month pre-launch, an in-store promo- tion will consist of peel-away prize sticker on BK menu items. They will lead the Indulgers to the site by awarding them stash winnings of segways, king-sized beds, flat screens, nun chucks, etc. 45
  39. 39. MEDIA TAKING THE BY STORM [ With only $10 million we have to be smart to reach the In- dulger. For this reason, we choose to focus our attention on three major markets LA, Atlanta, and Chicago. The Fox Sunday night line is an Indulger favorite, and where jumping all over it. With shows like the Family Guy, Simpson’s, King of the Hill, and American Dad, well hit our target where they like it. Prime time is the time that men, ages 18-34, are watching. Besides, BK and these EVIDENCE Because Hollywood is the location of the King’s new home, shows already have a relationship. We’ll also hit up MTV2 LA is the perfect spot to launch the campaign. Atlanta may ,G4, Comedy Central, and Adult Swim. 74% of Indulgers seem like a surprise but according to our research, Atlanta watch MTV2, 63.7% of Indulgers watch G4, 47.1% watch Comedy Central, and 77.8% watch Adult Swim. has a high percentage of Indulgers. Chicago is right behind Atlanta with a high amount of frequent fast food eaters. Don’t be surprised to see our teaser Billboard located along our major markets. 46
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  41. 41. The King has found a new home, and the door is open to all. Through pre- and post-launch promotions, Indulgers will be led to and from the website and restaurant, thus generating revenue for BK. We want this to be a fun and beneficial experience for both the consumer as well as Burger King. THANK YOU COME AGAIN 48

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