Burger King Case
1- Burger King tries to reach their younger audiences with successfully created websites which attract great attention. They are trying to be fun and interesting in their viral campaigns. Also Burger King tries to reach to the people that everyone can have their burgers the way they like, that is to say, they can eat personlized, custom burgers from Burger King, not just mass produced standard burgers.
2- Super fan, which is a young male, gets the main attention from the Burger King’s advertising agency, Crispin. Their ad which is targeted to the “super fan” welcomes them but this ad would also discourage female customers. But young males are the main customers of Burger King and their revenues are always on the rise so this risk may be considered minimal.
3- Viral or buzz marketing is effective because in my opinion they allow more attention to the product. That is to say such ads cause a great deal attention from people and if they are liked, they can be spread to other people if they are interesting. For example, in Turkey, there was a video about a girl who was selling her ex boyfriend’s stuff through a web site (gittigidiyor.com) and it sparked a great interest on web community and so I think this viral campaign was very beneficial to that company because there were a lot of debate about that video. Since the original website of Subserviant Chicken is closed, i was able to look at it from a different web site. First when I looked at it I thought it was pretty boring and dull. However after giving a few command to the chicken I thought it was funny. Since 20 million people reached that web site in 10 days, I think being fun and easily accessible allowed them success in their marketing campaign.
4- Crispin first restated the motto “Have it your own way” and then returned to digital media for the marketing campaign. I think Crispin’s emphasis on viral marketing is great(if we simply look at increase in revenue over years)