Burger King Didn't Coordinate Brand, Search Campaigns
Oops. From David Berkowitz’s column in Ad Age The Adventures of Sharkboy and Lavagirl 3-D hd Testament movie download :
“The Whopper Virgins experience begins with a TV commercial with a brief teaser that directs you to WhopperVirgins.com. The spot was compelling enough that I noticed the spot while watching the time-shifted ‘My Own Worst Enemy’ through my DVR; it’s running heavily during weekend football games. Go to the site and you’re treated to a video of Burger King running a Whopper vs. Big Mac taste test with people in Romania, Thailand and Greenland who have never eaten a hamburger before. It’s poignant and amusing, if you can tolerate the implicit ethnocentrism.
“What if you don’t remember the exact Web address and Google it? You still better remember the domain name. While WhopperVirgins.com ranks first in Google for ‘whopper virgins,’ it’s invisible when you omit the plural.”
If you leave off the s, Burger King’s own sites don’t appear in the first page of organic results, nor did it buy paid search ads to help direct those searches to Burger King. Get your agencies talking amongst themselves, Burger King!
UPDATE: Shortly after I Twittered this post, Burger King’s BK Lounge Twitter identity noticed and is now following my every Tweet. Well done, BK, on Step One: Listen to the conversation around your brand. I’m waiting to see how BK Lounge participates in Step Two: Joining the conversation. Comcast does this well Police Academy 5: Assignment: Miami Beach the movie with @ComcastCares.
Just goes to show the importance of true integrated marketing
Chas – what are your thoughts on this latest execution from the BK?
http://www.nbcsandiego.com/around_town/the_scene/Smell-Like-a-Burger-Get-All-the-Ladies.html
I’m not sure what to make of the Smell Like a Burger idea. I saw that come across my Twitter feed, now that BK Lounge and I are friends, and my first reaction was: BK Lounge is some kook pretending to speak for Burger King who’s about to get sued. Smell like a burger?! I bet it will score high on the viral index but low on the “did something meaningful for the brand” index.
Looks like they’re participating plenty in the conversation:
http://www.techdirt.com/articles/20081218/1926583171.shtml
Oh.. and yes, they really did launch a Burger King meat cologne (I know what to get you for xmas now, Chas.)
http://news.bbc.co.uk/2/hi/americas/7791007.stm