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BURGER KING CASE STUDY - Term Paper Example

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BURGER KING CASE STUDY

Experts suggested that the campaign was a clear indicator that Burger King was the favorite burger of the Americans. This is because consumers ate Whopper more often than the other products. The campaign also doubled Whopper sales in the quarter that ended on December 2007. The burger also got a replica of Whopper at Madame Tussauds in the same year. The campaign was able to reach both the old and the young. It was also well received by the advertising and branding experts (Faheem 3). The Pros and Cons of Using Viral Marketing Campaigns to Promote a Product Consumers are capable of spreading online information about services and products to their peers through forwarding e-mail through viral marketing campaigns. Because the information spreads very fast and through the online medium, it cannot be obstructed by geographical boundaries. Therefore, it has the ability to reach many potential customers within a very short time (Dekimpe, Gijsbrechts, and Wuyts 257). Viral marketing assists a business to remain afloat in the competitive business world through a strategy that is easy to incorporate in a defined buyer-society and empower the unattached audience with marketing tips, guidance, and training. The word of mouth idea strengthens the peer-to-peer recommendation of the service or product. It also assists the business to get revenue from local interest in the scheme (Borade 1). There are possible risks linked with the use of viral marketing campaigns. When the message spreads like a virus over the internet, it is difficult to gain control of the process again. Furthermore, because the customers are free to spread any message, it is impossible to control the message they are writing to their peers. When consumers are unable to edit the message, they are less likely to spread the message thus making the campaign ineffective. If the process of spreading the messages gets out of control, it may cause logistical issues such as high costs and slowing down of the Web sites (Dekimpe, Gijsbrechts, Wuyts 261). Thus, the process can be costly to the company if gets out of control. Factors That Resulted In the Success of the Whopper Freakout Campaign The success of the Whopper Freakout campaign can be asserted by the innovative advertising campaigns that Burger King had run back in the late 1950s. The most successful of all the campaigns was the 1974 “Have it Your Way” campaign, which motivated customers to order a burger the way they preferred it. In the following years, the fast food company has launched a number of innovative and unconventional campaigns that assisted Burger King in increasing its visibility among the target customers and promote its products. Another factor that can be attributed to its success is the fact the campaign featured a viral marketing website, which was composed of the videotaped consumer reactions. The campaign was also backed by other promotional components such as print, online ads, and TV advertisements. A reputable company CP + B. designed the advertisements (Faheem 3). The Whopper Freakout campaign generated a lot of interest among the target consumers who consisted of the technology savvy youngsters and it quickly spread by the word-of-mouth marketing (Faheem 3). In other words, the campaign made people start talking about the products as they even spread through the internet. Word-of-mouth marketing puts the brand directly into the conversations among ...Show more

Summary

Burger King Case Study Critical Analysis of the Burger King’s “Whopper Freakout” Marketing Campaign The Whopper Freakout campaign was launched by Burger King as a test to get a glimpse of how customers would respond if they were notified that Whopper had been removed from the menu list…
Author : lavonmorissette
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