Case

Burger King

In December 2018 Burger King used in-app geolocation to offer a very cheap Whopper to customers standing near a rival's restaurant to promote its app (Marketing Dive). A good test case for the drivers of sharing: surprise, humour, easy retelling.

Industry
Quick-service restaurants (USA)
Frameworks applied
Four drivers of viral videoSix steps to build a viral video campaignOmnichannel customer journey
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Frameworks applied

This case is read through the frameworks below.

  • Four drivers of viral videoBefore producing a brand video, which elements should a marketing team build in so viewers want to share it rather than just watch and scroll on?
  • Six steps to build a viral video campaignWhen a marketing team has a video idea, what sequence should it follow to turn it into a shareable campaign it can measure and adjust after launch?
  • Omnichannel customer journeyWhen shoppers research on mobile, browse online and buy in store, how should a retailer's team join up its channels so one purchase feels seamless?

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Berger, J. and Milkman, K.L. (2012) ‘What makes online content viral?’, Journal of Marketing Research, 49(2), pp. 192–205.doi:10.1509/jmr.10.0353Source page
  2. Williams, R. (2018) Burger King trolls McDonald's with geolocation stunt. Marketing Dive.No DOImarketingdive.comSource page