Burger King's 'Whopper Virgins' Viral Marketing Campaign

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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

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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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Introduction

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).

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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.

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