Fast food chain Burger King has once again gone outside the ‘king box with its online advertising campaign, using Facebook and other media channels to promote its brand.
The King Tasty campaign has attracted a host of complaints which has prompted an investigation from the Advertising Standards Authority, but the controversy has also rallied public support online, with internet users going ‘king crazy for the slick (if juvenile) advertising strategy.
Burger King know their audience. The company is targeting the 18-34 year-old male demographic, which is why previous campaigns online like Singing in the Shower: “the world’s first guilt free showercam,” was a big hit.
The latest advertising campaign has infiltrated multiple media platforms but the driving force has been through online services such as music streaming site Spotify and on Facebook. Users can design their own ‘king T-shirts and can even get their ideas printed onto a real T-shirt for a small price.
The campaign has attracted complaints, but Burger King’s strategy is no more offensive than French Connection’s branding, which revolves exclusively around word puns such as FCUK Style.
The online strategy is simple, but incredibly effective. Come up with a fun idea, spread that idea online through social media, then wait as a whole community of online users become the most powerful free branding tool available, pushing your brand through word of mouth.
In 2008, Burger King made its first successful foray into viral marketing with a Facebook campaign which encouraged users to dump 10 friends and in order to win a free Whopper burger. “Our advertising is always fun, humorous and intended to entertain,” Burger King told The Drum in an interview. If nothing else, the latest campaign has been ‘king entertaining.
Source: directtrafficmedia.co.uk
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