Continuing with their increasingly odd mix of marketing that has recently seen a campaign depicting WHOPPER® Virgins from around the world taking a blind taste against their competitors’ signature sandwiches and the release of a body spray called Flame that promises the “scent of seduction, with a hint of flame-broiled meat,” Burger King has now launched the WHOPPER® Sacrifice application for Facebook.
In an interesting bit of social network experimenting, Burger King sets out to answer the question of “What would you do for a Whopper,” by challenging participants to delete ten of their online friends in order to receive a coupon for a complimentary sandwich (while supplies last that is).
Furthering the economic adage that “there’s no such thing as a free lunch,” Burger King has decided to levy a slightly different price – the application will send notifications to all those that you’ve unfriended, a step that Facebook normally doesn’t take. Regardless of what you may think about the company’s tactics, Burger King continues to push the envelope as they attempt to present an edgier, off-the-wall image that targets a younger audience. These certainly aren’t your parents’ hamburgers.
[via A Hamburger Today]
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Interesting. From an application stand point, the idea is definitely an intriguing one. Perhaps a bit more background story to the ’sacrifice’ concept would be prudent.
A special thing about whopper is that people tend to have ‘cravings’ for it. Numerous people have told me this and I’ve had them myself, especially that whole flame broil kind of appeal. The body spray will be an interesting play. I’m guessing it’ll be distributed at certain burger king locations to random winners, or be up for sale, or to users of the application who achieve a certain objective (such as inviting a certain number of users or sacrificing their friends).
scent based brand association is strong and so i think this is a great play by burgerking. As far as the facebook application, for users to keep using the application, BK has to tap into social promotions and reward them for participation (through mobile/email/downloadable coupons etc)
January 11th, 2009 at 2:05 am