Burger King vs. McDonalds.The ongoing battle continues as Burger King awaits their sales report for the last quarter after they rolled out their Whopper Virgins campaign/documentary.
Things that have come from this campaign?
Parodies, ie. Whopper Salad Virgin.
Increased website hits, both company and promotional sites.
Interesting forms of marketing, ie:
"The chain also has been getting media pickup this month thanks to "Whopper Sacrifice." The promotion offers social networkers a free Whopper if they ditch 10 of their Facebook friends. Nearly 200,000 friends have been sacrificed to date. On the bright side, for everyone except the system's franchisees, that means nearly 20,000 free sandwiches will be given out."
And finally.. criticisms from sociologists, anthropologists, news reporters, health professionals, and many other groups are attacking the campaign for bringing fatty foods to secluded villages and towns and soiling their native diets, etc. Really though? Will one bite affect a whole town and its long supported eating habits?
It's a different take than what has been done so far. Burger King always pushes buttons of society and so far, most campaigns that Burger King has rolled out has been successful, to some degree.
The brains behind the campaign are from Crispin Porter & Bogusky. Their client list includes Burger King, VW, Coke Zero, Microsoft, Amex OPEN, Sprite, Geek Squad and Dominos. The agency is known for their viral marketing. The most recent campaign featured Bill Gates and Jerry Seinfeld for Microsoft (which was a dud in my opinion).
Watch the "documentary" and see people's reaction to 1. hamburger, 2. the difference between a BigMac and Whopper.
http://adage.com/digital/article?article_id=133721
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