Burger King's 'Whopper Virgins' Viral Marketing Campaign


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Case Details:

Case Code : MKTG248
Case Length : 22 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Burger King Corporation
Industry : Fast Food
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"Whopper Virgins is a pretty slick piece of viral advertising by Burger King and it will undoubtedly be successful in raising the profile of the Burger King brand"1

- Richard Falconer, a Search Engine Optimization Consultant at bigmouthmedia Ltd.2, in December 2008.

"Attention-getting, yes. Diabolically clever, uh-huh. But it's advertising, and there's nothing honest about it... "Whopper Freakout" was honest and genius because it showed that the absence of the Whopper caused visceral outpourings of grief and loss among passionate customers. This is the opposite: It forces the burger on people who were innocent of its existence." 3

- Barbara Lippert, Adweek4 Columnist, about the 'Whopper Virgins' campaign, in December 2008.

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1] "Burger King Makes a Whopper (Virgin)," www.bigmouthmedia.com, December 18, 2008.

2] bigmouthmedia Ltd. is a digital UK-based marketing agency.

3] Barbara Lippert, "Carnivoral Knowledge," www.adweek.com, December 8, 2008.

4] Founded in 1978, Adweek is a US-based weekly publication that provides news related to global advertising and is published by Nielsen Company.


 

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