Advertising For The Small Screen
Consider Burger King’s infinitely simple text-to-win promotion, breaking today with a TV push from Crispin Porter + Bogusky and a mobile component by VML in Kansas City, Mo. Faithful servants of the King who buy one of the chain’s Chicken Fries will find on its packaging a mobile code that, when submitted via cell phone, enters them to win one of 20 trips for two to Super Bowl XL, among other prizes.
“We like the immediate-gratification aspect of it,” says Gillian Smith, senior director of media and interactive for Burger King. “And we’re reaching consumers when they’re out, and about to make their purchase decision. If they’re watching [a spot] at home, for them to make the jump to get in their car or walk to the nearest store is unlikely.” Burger King has had its fingers in various Dutch apple pies of the emerging mobile space. In July, the company posted downloadable ringtones on its Web site. And in November, just 22 days after the video iPod’s debut, Burger King and partner VML made user-created content available for free download on Heavy.com; one humorous film showed a customer wearing a Burger King mask and asking for BK menu items at a McDonald’s drive-thru window.