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Burger King - Case Study Example

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Burger King

The commercial also sampled reactions from real customers who were offered an alternative burger from competitor brands after they had placed orders for the whopper burger from Burger King. This commercial went viral online and further its popularity was enhanced by television commercials and adverts online and in print. The blend of the online viral and television campaigns is indeed the genius part in Burger King’s “Whopper Freakout” marketing campaign. This marketing strategy captured larger markets than online or television campaigns, each used on their own, would capture (Eick). The television commercial was viewed by thousands and thousands of people and the marketing message reached not just the typical whopper bugger fan but so many other people who could potentially begin to prefer the whopper burger to other brand burgers. Burger King’s utilization of the “Whopper Freakout” television commercial in strategic slots such as during breaks in major sports tournaments was another genius move that captured the attention of numerous Burger King’s male customers and sports enthusiasts who were fans of the whopper bugger. The online campaign in the form of the viral video was also another brilliant move by Burger King. Although quite different in concept than other viral videos, the “Whopper Freakout” online campaign generated over 1.3 million views of the original 7.5 minute video (Eick). Reactions from real customers in the video “hit home” more for viewers whose reactions largely ranged between increased loyalty to the whopper bugger and interest in it from audiences who had not previously ordered the whopper bugger (Eick). It is also clear that Burger King’s “Whopper Freakout” campaign also hit the mark when buzz created from the television and online campaigns served to generate more interest on the video posted on Burger King’s whopperfreakout.com website and on YouTube. The success of this marketing campaign can also be seen on analysis of how popular online searches for the keywords “whopper burger” and other words related to this product were in the period following the launch of the campaign. When considering online statistics, this marketing campaign is easily termed as brilliant based on how its online popularity, soon after the campaign was launched, ranked higher than the online popularity of one of the 2008 U.S top presidential candidates, Hillary Clinton, at the same period of a peak political event. The hits for the “Whopper Freakout” video on whopperfreakout.com were ranked above the hits on hillaryclinto.com from people searching for information on this presidential candidate (Eick). On negative analysis, could Burger King’s marketing campaign have advertised the whopper burger so much to the loss of popularity of other products in its chain? There is a chance that this could have been the upshot of the “Whopper Freakout” campaign. It could also show that Burger King achieved its marketing goal of proving that the whopper burger was central to the American food culture. Burger King’s “Whopper Freakout” campaign gave a whole new meaning to viral marketing and what it can do for a business and its products. From the Burger King case as well as from an entire marketing perspective, viral marketing has its pros and cons. Viral marketing is a great way for a business to gain exposure ...Show more

Summary

Name Instructor Course Date Analysis of Burger King's “Whopper Freakout” Marketing Campaign and the Pros and Cons of Viral Marketing Genius or risky? The answer to this question could go either way when looking at Burger King’s “Whopper Freakout” marketing campaign…
Author : corrine07
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