Friday, December 19, 2008
Burger King is brilliant
Burger King has done it again with the launch of a new viral initiative "Flame". Following two incredibly smart programs (1. the launch of branded xbox video games with the King, and 2. the fully integrated online/offline campaign 'whopper freak out') - BK has introduced a new fragrance "Flame." The company describes the spray as "the scent of seduction with a hint of flame-broiled meat." (see USA Today article).
BK gets viral content. They understand the irreverence and humor that is required to break through in the new world of media consumption. Too many advertisers would dismiss these type of initiatives as being unrelated to core business strategy or just plain odd. Although it is clear that all their programs drive key messages (a flame broiled whopper is way better than a fried McD's burger), but just does so in a way that is far more entertaining than a standard retail ad.
Still, they don't begin or end their viral initiatives online. As was the case with the xbox games, they sell the fragrance at a NYC retailer or online - creating tangible real world proof that their committed to their marketing strategies instead of just creating an online experience. This is the critical part of these programs, to bring the full 360 degree experience to the customers and not just end it in the virtual world. It is critical to always think about how marketers can bring the 1:1 or grassroots elements of online back into the real world and extend the brand experience.
BK also does a crack job on their site. It is dead simple, yet some the level of detail is impecible. The Barry White-esk voice is great, but is even better when you click on items small BK logo that redirects to the corp site and he says 'Let's get corporate'.
My favourite post in reponse to this campaign is Dr-Wayne "I hope Long John Silvers or Red Lobster doesn't go along with this idea!".