I recently came across a very clever campaign by Burger King that demonstrated how a brand can capture all the emotions that can be associated with a brand and their products.
The simple but ingenious plan was to set-up a Burger King store on a particular day, and then tell customers visiting that store that the Whopper, their signature product, was not available, and would no longer be sold. Not in this store. Not in any other store. Ever.
Their reactions were then capture on film. A series of videos were then posted on a website called whopperfreakout.com. You can clearly see that people were upset and shocked. Visitors can then embed the video and email it to their friends. Brilliant!
Burger King used television spots to create awareness, stir up curiosity, provide amusement and perhaps even to shock. This was the catalyst for people to visit the website, and for them to propagate the campaign.
Peter's Branding Tips
- Look at ways to capture desire, want, need, loyalty, etc., for your brand.
- Be creative when it comes to an online viral campaign. It needs to provide something in return for anyone who is going to propagate it for you. Is it something shocking? Is it funny? Humour tends to work well as people love sharing jokes and funny videos.
- Think about using another media to kick-start the campaign - a catalyst if you like.
1 comment:
That's so clever! It just goes to show that you just need a simple idea sometimes. I luv how the customers say they hate the competitors brands and then they show all of this! LOL Wendys and McD can clearly be heard. "I hate McDonalds!" Hahahaha. Good campaign.
Post a Comment