Burger King's 'Whopper Freakout' Marketing Campaign

            
 
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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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Case Details:

Price:

Case Code : MKTG239 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Marketing Communications / Brand Management / Advertising and Promotions
Case Length : 17 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note : Not Available
Organization : Burger King Corporation
Industry : Fast Food
Countries : US

Abstract:

This case is about US-based fast food giant Burger King Corporation's (Burger King) 'Whopper Freakout' campaign that was launched to celebrate the Whopper's 50th anniversary at Burger King, in December 2007. This was also a bid to know whether the Whopper was America's favorite burger.

The campaign was launched with the aim of increasing Whopper sales and encouraging customers to consume the Whopper more often than they already did. The main part of the campaign was the viral marketing component. It was backed by other promotional elements such as TV advertisements, print, and online ads.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The campaign generated a lot of buzz among the target consumers consisting of a young net savvy population and quickly spread through word-of-mouth marketing. It was considered by experts as an iconic viral marketing campaign that helped Burger King increase the sales of its mature brand, the Whopper.

Issues:

Understand the issues and challenges in launching a viral marketing campaign

Analyze the 'Whopper Freakout' marketing campaign

In the context of the case study, discuss the advantages and disadvantages of using a viral marketing campaign

Understand the increasing importance of viral marketing and word-of-mouth marketing in marketing a product

Explore ways in which the company could have made the 'Whopper Freakout' campaign more effective

Contents:

  Page No.
'Freaking Out' Customers 1
Background Note 3
The Challenge 5
The 'Whopper Freakout' Campaign 6
Some Initial Reactions 7
The Results 9
Looking Ahead 11
Exhibits 12

Keywords:

Marketing Campaign, Viral Marketing, Word-Of-Mouth Marketing, Customer Loyalty, Brand Awareness, Deprivation Studies, Market Research, Social Networking, Advertising, Branding, Whooper Freakout, Subservient Chicken, Whopper Virgin, Whopper Sacrifice, Burger King, Wendy's, McDonald's

'Freaking Out' Customers - Next Page>>


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