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Whopper Sacrifice Case Study


As you’d have heard by now, the famous (and very short lived) whopper sacrifice campaign on face book has been stopped. But not actually by face book, according to Inside Facebookonly a small feature of the campaign (albeit the most important one!) was forced to be disabled, meaning that the infamous public sacrifices would now not be so public. Instead of pushing on and altering the campaign, Burger king opted to stop the campaign and grab some publicity about being shut down by facebook. It’s a shame really, as they could have ran with that and started facebook hate groups supporting their app.

In total, the whopper sacrifice campaign results were: 85,000+ people sacrificed over 230,000+ friendships on facebook in just 2 short weeks – now that’s a lot of free burgers!

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    Burger King, Burger King Whopper, Whopper Sacrifice, Whopper Sacrifice Campaign

    Posted by: Aden Hepburn


    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.


    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:

    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

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