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Burger King hired advertising agency Crispin Porter + Bogusky (CPB) in 2004 to help boost declining sales. CPB launched unconventional viral marketing campaigns like Subservient Chicken, where visitors could command a chicken via webcam, and metal band parody CoqRoc to promote new chicken products. These viral videos received over 20 million views in the first ten days and 100 million orders of chicken fries in the first month, successfully increasing awareness and sales among younger audiences. While some criticized the campaigns' crude humor, CPB's viral approaches proved more effective than traditional TV ads at engaging customers and generating buzz around Burger King's products and brand.
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- 1. Burger King Marketing Course Case Study Presented By : Fardin Karimi Pouyan Forooghi Omid Aminzadeh Morteza Gharaei Arya Zangiabadi
- 2. Events 2003 – Performance No. 1: McDonald‘s 9% sales jump (to $22.1 billion) No2: BK 5% sales decrease (to $7.9 billion) No.3: Wendy 11% sales jump (to $7.4 billion) 2004 – Grad Blum’s move Fired Young & Rubicam Awarded the advertising to Crispin
- 3. Perceptual Map Wendy’s Busy People Location Menu Dieters Sheetz Burger King Low-Income Families Subway Sonic McDonald’s Arby’s Taco Bell
- 4. Burger King 4P’s Analysis Target Market low income families and also busy families Product broiled burger and a wide selection of foods to choose from. Place restaurants everywhere around the globe (franchising) Price inexpensive (low and middle class families) Promotion commercials, websites, and web ads. (Crispin vs. Y&R)
- 5. The Advertising Agencies Y&R versus Crispin Y&R Got $350m BK account 10 months earlier to help sales; Developed the “The Fire’s Ready” campaign (broil vs. fry); “Flat” and “Uninspiring” message lead to seal Y&R fate.
- 6. The Advertising Agencies Y&R versus Crispin Crispin Offbeat, unorthodox, and irreverent promotions Inexpensive ways to gain attention Award-winning, low-budget campaigns Out-of-the-box, results-oriented agency Some loose rules: zero in on the product kick the TV commercial habit find the sweet spot surprise = buzz = exposure don’t be timid think of advertising as a product rather that a service
- 7. BACK TO THE FUTURE Crispin’s measures: Back to the firm's "Have It Your Way" tagline New TV commercials campaign: “The Office” www.subservientchicken.com: the chicken video Subservient TV Photos Chicken Mask Tell a Friend BK TenderCrisp Within the first ten days, 20 million people visited the site
- 8. SUBSERVIENT CHICKEN-CHAPTER 2 2005 To launch a new BK product “Chicken Fries”: www.coqroq.com (Real band or just a promotion?) Target market: Young Men Critics: Not entertaining other groups Ruffled the feathers of real metal band Slipknot Crude attempt to buzz among teenagers by genital humor Eerie 2004 campaign 100morders of Chicken Fries in the first month
- 9. A VIRAL TURNAROUND Would Crispin’s campaigns grow BK's diminishing market share? Can Crispin produce new ideas to keep BK strong? New Crispin ad: “Manthem” BK was on the verge of IPO. Mr. Salguiero: “All opinions boil down to traffic and sales. Once that happens, everybody has to shut up with their opinion. We have a very old franchisee base at this point, and some of us don't understand our customers. We have a lot of gray hair.”
- 10. Questions 1.Who is BK’s target audience and what are its communication objectives for that audience? Slide 4 : younger crowd and low income familes. Why is viral or buzz marketing effective? Analyze the design of the subservient chicken site’s message, including content, structure, and format. What can you conclude from this analysis? Do the TV and viral elements of the Burger King Campaign work well together? What additional elements and media might CPB add to the integrated marketing communications campaign? What other recommendations would you make to Burger King and CPB to help them improve the integration of BK’s promotion mix?