Burger King's 'Whopper Freakout' Marketing Campaign

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

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG239
Case Length : 17 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 Freakout' Marketing Campaign case study (Case Code: MKTG239) 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



Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300+ Shipping & Handling Charges extra

Marketing Case Studies
Mini Cases on Marketing Management
Micro Cases Studies on Marketing
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

Excerpts Contd...

Some Initial Reactions

Marketing experts said that the market research strategy adapted by Burger King for its Whopper Freakout campaign was known as 'deprivation studies'.

These studies help a marketer know the loyalty of its customer toward its brand. Burger King said that it had been conducting these studies for several years where small groups of customers were asked to forego eating the Whopper.

This was done to find out what the customers would substitute the Whopper with if it was unavailable. According to Klein, Burger King conducted such studies since the customers were 'promiscuous' when it came to choices with the food...

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

The Results

The viral website was well received by the target market. After a week of the launch of the campaign, the site received 250,000 visits. In December 2007, it was reported that the Whopper Freakout was one of the most popular videos on YouTube and the term 'Whopper Freakout' was among the top five searched terms on search engine, Google. Within a month of the launch, the site had nearly 9000 inbound links, according to Yahoo! Inc. ...

Looking Ahead

To build on the success of its Whopper Freakout campaign, Burger King continued to launch innovative campaigns for its Whopper. In December 2008, the fast food giant unveiled its 'Whopper Virgin' campaign, which created a lot of controversy. In January 2009, Burger King and CP+B came out with another campaign called Whopper Sacrifice to promote its Whopper...

Exhibits

Exhibit I: Burger King Financial Overview
Exhibit II: A Note on the US Fast Food Industry
Exhibit III: Old and New Logo of Burger King
Exhibit IV: Some of Burger King's Viral Marketing Campaigns
Exhibit V: List of Awards Received by 'Whopper Freakout'
Exhibit VI: Burger King's Whopper Virgin and Whopper Sacrifice Campaigns


Custom Search
 

Case Studies Links:- Case Studies, Mini Case Studies, Micro 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.