Founded within the 12 months 1953, Burger King modified hands again and again and underwent multiple transformations in how they approach promoting. Through the Seventies and up until the 2000s, Burger King marketing strategy was handled by quite a few restaurant marketing agencies, but none of them are as creative as its recent wonders.
History of Burger King
Initially called “Insta-Burger King”, the restaurant was sold to Miami-based franchisees James McLamore and David Edgerton only a 12 months after its opening. In 1955, the Burger King character was created. The Whopper was launched within the 1957, while McDonald’s still sold burgers tiny as compared. Within 2 years, Burger King released its first television industrial, then established its franchising system. Following a long time are a wild ride. Four acquisitions and a merger between 1967 and 2002 are followed by the ultimate Tim Hortons merger in 2014 to form a recent parent company called “Restaurant Brands International”. Now, the restaurant chain has over 18,000 stores in nearly 100 countries.
Rebranding of Burger King
Going together with many acquisitions and mergers, Burger King brand identity modified commonly. The Burger King character was used as a logo between 1955 and 1969 but then more simplistic designs featuring a burger was favored. In 2002, the brand new management tried to undo a long time value of unsuccessful promoting by going with a fresh creative team. Burger King’s marketing strategy after that targeted the 18-35 demographic. The brand established a recent online presence and the brand new ad campaigns redesigned the Burger King character now nicknamed “The King”.
But when the recession hit in 2008 and affected Burger King’s targeted demographic, the brand faced one other acquisition. Eventually that meant a recent creative agency, and saying goodbye to The King. The recent Burger King marketing strategy was focused on the food and the ingredients with a wider segment of customers to focus on. The food-first approach got here with seriously creative marketing that was not afraid to make fun of the world, snark at competitors, or make current statements.
Burger King Advertising Campaigns and Marketing Strategies
Creative marketing strategies of Burger King within the recent years definitely have a way of humor that connects well with its customers. Let’s have a take a look at just a few examples, and it’s okay to giggle somewhat.
Traffic Jam Whopper
In 2019, Burger King promoting strategy targeted the motorists stuck within the Mexico City traffic jam. Using real time data like location and speed, billboards along the route displayed remaining time in traffic and the way much time the drivers needed to order on to their cars. Food delivery by couriers on motorcycles combined with personalized messaging on digital billboards made the Traffic Jam Whopper Project an fast hit. It was a genius move amongst their other promotion adaptation examples. The campaign brought a 63% jump in food delivery orders in the primary week, and led to a 44-fold increase in app downloads.
(*5*)
Whopper Detour
McDonalds’ marketing strategy could also be unique branding, Burger King’s is taunting the clown. This isn’t even the primary time. In Scary Clown Night campaign, Burger King offered a free Whopper to anyone who dressed as a clown on Halloween. The Whopper of a Secret campaign revealed that in each piece of Whopper ad released in 2019, there was a Big Mac hiding, however it was so small that nobody noticed. Whopper Detour, then again, brought the fight to its competitors own house. The initiative encouraged app users to go to a close-by McDonald’s to unlock a Whopper. The jokesters behind this marketing strategy deliberately sent traffic to McDonald’s just for them to bolt after a second for a Whopper. Those on the office should be having a field day.
https://www.instagram.com/reel/CkI_pUqjlcp/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA%3D%3D
Burn That Ad
The trolling never ends with Burger King marketing strategy, however the restaurant chain aimed toward all its competitors with this one. Burn That Ad was a sneaky campaign. All the promoting material Burger King competitors released into the wild ended up promoting the Whopper burger. The way it worked was, anyone could aim the Burger King app towards the advertisements of its rivals to “burn” it in virtual reality and the flames would reveal that they’ve won a free Whopper. This was a show of mastery in brand awareness. For the duration of the campaign, every time a customer saw a promotion of one of the fast food chains, they thought “Whopper!”
Collaborations of Burger King’s Marketing
With these, Burger King marketing strategy is co-branding. During the pandemic, the brand partnered with TikTok to create Whopper Dance Challenge. Burger King wanted to have interaction with the users of the rising social media platform and in addition capitalize on the unspoken platform trend to show the whole lot right into a dance challenge. It’s easy: you participate, you get a Whopper for $1.
https://www.instagram.com/p/CBs5OrkF_1B/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==
In 2022, the chain teamed up with Activision to remodel a Burger King store into the Burger Town restaurant of Call of Duty: Modern Warfare, complete with a gamig hub arrange for patrons to play. This campaign was supplemented with Call of Duty-themed meals and perks for the sport like skins and double XP.
https://www.instagram.com/p/B4m-XPGl26i/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==
Burger King’s promoting campaigns don’t lose touch with popular culture, either. The tongue-in-cheek meal Upside Down Burger, promoting the third season of Stranger Things, was successful. Recently, an analogous marketing strategy was followed with the “Spider-Verse” Whopper to ride the hype around the newest Marvel production.
Whopper Whopper (Whopper Whopper)
In the autumn of this 12 months, Burger King debuted its “You Rule” promoting campaign. This time the Burger King strategy hid the franchise’s mascot, the King. Instead, Burger King marketing strategy treats the client as royalty. It’s alright for an ad, however the jingle is one other story. Tom Curtis, Burger King US President, admits that he didn’t just like the song, found nothing special about it. Millions disagreed with him, though. The song went viral. Upon popular demand Burger King released it on Spotify where it reached 3.3 million streams. Memes on Twitter and TikTok boosted popularity, too. And that’s how Burger King surprised itself with its marketing strategy.
https://www.instagram.com/p/Cnw53T0uG4P/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==
Briefly, Burger King’s out-of-the-box marketing strategies get the job done in probably the most interesting ways. Want to follow in its footsteps? Check out our digital marketing agencies and let’s see how creative we get.
Read the total article here
