Burger King's 'Whopper Virgins' Viral Marketing Campaign

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG248
Case Length : 22 Pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Burger King Corporation
Industry : Fast Food
Countries : US

To download Burger King's 'Whopper Virgins' Viral Marketing Campaign case study (Case Code: MKTG248) click on the button below, and select the case from the list of available cases:

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

For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400+ Shipping & Handling Charges extra

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous


In December 2008, US-based fast food giant Burger King Corporation (Burger King) and Crispin Porter and Bogusky5 (CP+B) launched the 'Whopper Virgins' campaign. The Burger King brand had come to be known for various innovative viral marketing campaigns like the 'Subservient Chicken' campaign in 2004 and the 'Whopper Freakout' campaign in 2007. Marketing experts described these campaigns as resounding successes and said they had led to a lot of brand interaction as well as brand recognition for Burger King. The company had consistently registered strong growth in revenue from 2004 to 2008 (Refer to Exhibit I for growth in revenue).

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

Some experts attributed this to the top of the mind brand awareness generated by Burger King's consistent viral marketing efforts.

Despite several marketing promotions, Burger King remained the second largest competitor in the fast food hamburger restaurant (FFHR) market as of 2008 and its market share was declining as compared to its principal competitor McDonald's6, which had witnessed a continuous growth in market share. To capture a bigger share of the burger market, Burger King decided to directly take on its rival company and initiate the 'Whopper Virgins' campaign in December 2008...

Excerpts >>

5] Founded in 1965, Crispin Porter and Bogusky is an advertising agency headquartered in Miami, Florida. It offers branded creative content and advertising services to its clients.

6] Founded in May 1949, US-based McDonald's Corporation is the largest chain of hamburger fast food restaurants in the world. The BigMac is the flagship product sold by McDonald's.

Custom Search

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.