Burger King's 'Whopper Freakout' Marketing Campaign
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Case Details:
Case Code : MKTG239
Case Length : 17 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Burger King Corporation
Industry : Fast Food
Countries : US
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Please note:
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...
Some Initial Reactions
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Marketing experts said that the market research strategy adapted by Burger King for its Whopper Freakout campaign was known as 'deprivation studies'.
These studies help a marketer know the loyalty of its customer toward its brand. Burger King said that it had been conducting these studies for several years where small groups of customers were asked to forego eating the Whopper.
This was done to find out what the customers would substitute the Whopper with if it was unavailable. According to Klein, Burger King conducted such studies since the customers were 'promiscuous' when it came to choices with the food...
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The Results
The viral website was well received by the target market. After a week of the launch of the campaign, the site received 250,000 visits. In December 2007, it was reported that the Whopper Freakout was one of the most popular videos on YouTube and the term 'Whopper Freakout' was among the top five searched terms on search engine, Google. Within a month of the launch, the site had nearly 9000 inbound links, according to Yahoo! Inc. ...
Looking Ahead
To build on the success of its Whopper Freakout campaign, Burger King continued to launch innovative campaigns for its Whopper. In December 2008, the fast food giant unveiled its 'Whopper Virgin' campaign, which created a lot of controversy. In January 2009, Burger King and CP+B came out with another campaign called Whopper Sacrifice to promote its Whopper...
Exhibits
Exhibit I: Burger King Financial Overview
Exhibit II: A Note on the US Fast Food Industry
Exhibit III: Old and New Logo of Burger King
Exhibit IV: Some of Burger King's Viral Marketing Campaigns
Exhibit V: List of Awards Received by 'Whopper Freakout'
Exhibit VI: Burger King's Whopper Virgin and Whopper Sacrifice Campaigns
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