Whopper Freakout Was A Huge Success
Remember the Whopper Freakout? It was genius:
Burger King, which began running the TV ads Dec. 9, credits the campaign for helping boost Whopper sales in the quarter that ended in December by a double-digit percentage. It "drove significant brand relevance and incremental sales," executives said on an earnings conference call last week.Double-digit increase is pretty damn impressive. We are all such suckers for good advertising.The videotaped hoax was a twist on a market research technique called "deprivation research," in which marketers measure how loyal consumers are to a brand or product by taking it away from them. The insight gained helps marketers design new marketing and ad ploys that will resonate better with consumers.
Hey, No Whopper on the Menu?! [Wall Street Journal]
The Whopper Freakout [MP: South Florida]
Whopper Freakout [Burger King]
