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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Excerpts Contd...

The Results

Measured in terms of the response it received from online users, the campaign was a huge viral success. ComScore data analysis revealed that after the campaign debuted in December 2008, during the first month the website had registered about 242,000 visitors...

Viral Marketing Error

Viral marketing experts also felt that the campaign had succeeded in garnering as much publicity as it had intended to. Though some Internet experts commended Burger King marketing tactic to engage social media and generate publicity, others pointed out that Burger King could have ensured a higher web presence if it had worked out a better SEO method as well as a Search Engine Marketing (SEM) plan...

Controversy Good for Burger King?

In view of the negative criticism the campaign evoked, experts who believed in the maxim that 'all publicity is good publicity' said that the campaign was able to create top of the mind brand awareness for the Whopper and Burger King...

Looking Ahead

Though the campaign was able to generate a lot of buzz for Burger King, the company decided to bring it to an end after the holiday season. However, the company decided to sustain the momentum of brand interaction generated by the string of previous viral campaigns by introducing several other campaigns...


Exhibit I: Growth in Revenue of Burger King from 2004-2008
Exhibit II: Burger King Financial Overview
Exhibit III: A Note on the US Fast Food Industry
Exhibit IV: Old and New Logo of Burger King
Exhibit V: Some of Burger King's Viral Marketing Campaigns
Exhibit VI: Blog Spike for 'Whopper' Tag
Exhibit VII: Google Search Volume for 'Whopper Virgin' and 'Whopper Virgins'
Exhibit VIII: Wall Street Profit Expectations for Burger King


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