- Conversion Rate Optimization & Marketing Blog | FutureNow - http://www.grokdotcom.com -

The Whopper is dead. Long live the Whopper!

Posted By Robert Gorell On December 21, 2007 @ 10:03 am In Advertising,Branding,Improving Conversion | 17 Comments

whopper.jpgWant to see what happens to Americans when their favorite fast food is taken away?

Of course you do. But if you want to live dangerously, try telling a hungry customer who can’t wait to bite into 670 glorious calories that their favorite sandwich (over half of which is fat) has been retired. Capturing such a moment requires skilled actors, coordinated planning, hidden cameras, and preferably, a cardiologist standing by. But most of all, it takes confidence.

Burger King’s “Whopper Freakout [1]” campaign does all of those things, showing a level of brand confidence that hasn’t been seen since “The Pepsi Challenge [2].” B.L. Ochman said it best [3]: “It’s seven minutes long. It pisses off Burger King customers. It makes fun of competitors. In other words, it rocks!”

[If video doesn't load, click here [1].]

A few things that qualify Whopper Freakout as one of the best TV + Web viral campaigns ever:

  • The reactions.
  • It’s “flame broiled,” not fried.
  • The Whopper isn’t a new product or promotion.
  • The King is a man of few words; he’s a prankster, but ultimately, he saves the day.
  • A short TV commercial serves as a teaser [4], while the real payoff happens online.
  • Their custom video player is grainy, making it feel voyeuristic and, somehow, more trustworthy [5].
  • Even though they built their own site, they still put it on YouTube [6].
  • It’s brilliantly filmed and choreographed.
  • You can share it (email it, embed it).
  • They didn’t have to do it.
  • They did it.
  • Unless you’re vegan, it kinda makes you crave a Whopper.
  • “From what I understand, they were too popular.”
  • It’s actually not a ridiculous stunt, unlike this [7].

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/12/21/whopper-freakout/

URLs in this post:

[1] Whopper Freakout: http://www.whopperfreakout.com/

[2] The Pepsi Challenge: http://en.wikipedia.org/wiki/Pepsi_challenge

[3] said it best: http://www.whatsnextblog.com/archives/2007/12/burger_king_whopper_freakout_breaks_the_rules.asp

[4] teaser: http://www.youtube.com/watch?v=3yt24emUCSU&feature=related

[5] trustworthy: http://www.twistimage.com/blog/archives/whopper-freakout-commercial-the-power-of-testimonials-or-something-more/

[6] YouTube: http://www.youtube.com/watch?v=mMOPj6-4nDU

[7] this: http://middledigit.net/2007/12/06/mcdonalds-ads-on-report-cards/

Copyright © 2009 FutureNow's GrokDotCom / Marketing Optimization Blog. All rights reserved.