In this post I will comment on a marketing campaign
that triumphed more than expected and was made to achieve this success.
To start, let's talk about the Burger King company. Is
an American global chain of hamburger fast food restaurants. Headquartered in
the unincorporated area of Miami-Dade County, Florida, the company was founded
in 1953 as Insta-Burger King, a Jacksonville, Florida – based restaurant chain.
After Insta-Burger King ran into financial difficulties in 1954, its two
Miami-based franchisees David Edgerton and James McLamore purchased the company
and renamed it "Burger King”.
After introducing a little the company we will talk
about the campaign that Crispin Porter & Bogusky carried out at the
beginning of the year 2009. On this occasion a proposal was launched in which
if you eliminated 10 friends from Facebook you were given a gift of a Whopper
totally free. It consisted of registering on the website whoopersacrifice.com
and through an application connected with Facebook. When you chose your friends
to be eliminated, your photo burned out.
This very
entertaining campaign lasted only 10 days since its launch. The campaign had to
be withdrawn for a violation of user privacy. Since they sent a message to
those friends you had deleted in exchange for a whooper. Facebook was forced to
do so before the wave of people who followed this campaign.
In these 10 short days Burger King distributed more
than 20,000 hamburgers. The benefit of this campaign was mainly to gain great
brand recognition among customers and non-customers.
The teaching of this campaign for the other companies,
is that it is not necessary to invest large amounts of money in advertising,
which can cost you 20,000 hamburgers, but to know how to use the medium and the
appropriate tools to impact users.
SPOT WHOOPER SACRIFICE
Fede congratulations for telling us about this case !!
ResponderEliminarI had never heard it, here I see that Burger King carried out a marketing campaign that got quite viral for the year it was created. I think that performing interesting, funny and viral actions does not have so much to do with the company's spending of resources, it is best to look for a new, original, fun idea and that its main elements cannot be used in any case towards you.
In addition, I believe that Burger King should have improved that privacy policy to adapt the campaign to laws that currently with laws so concerned about privacy and consumer rights could have had a million dollar fines and what was saved in the campaign would have to be spent on trials and fines.
Fede, I agree with your conclusions, it does not worth it to launch a expensive campaign if you do not choose the right media to communicate it.
ResponderEliminarEven if what you said about that it is not necessary to spend many money to make a great campaign, this kind of communication can not be made by all the companies
Every campaign that show us something that we might do not want to know, can be seen as a break of intimacy what can result in to a camping fail.
I think that only companies like burger king which has been humoristic and kind of rebels, have the opportunity to tell us this without being aggressive.