Whopper Virgins Strategy Take people that have never before experienced a burger, prove that they’ve never before experienced a burger with the fact that their language doesn’t even contain a word for burger, and then give them your burger and your competitor’s burger to see which one they like more Most critical part is the execution of the campaign Equal parts documentary and mocumentary Commercial

Quote Russ Klein, president of global marketing, strategy and innovation at Burger King “During a time when consumers are craving it most, honesty and transparency are the heart and soul of this campaign. By embarking on a voyage of this magnitude that held no guarantees and left us open to vulnerabilities, we took a leap of faith that our signature product would win people over at first bite.”

Whopper Virgins Success As of December 5 th the Site has had 727,075 total visitors Spend an average of nearly four minutes on the site Also accessing the site via mobile devices, with 26,434 views so far The documentary has 1.3 million views, whereas "Whopper Freakout" had roughly 1.5 million views by this time Online parodies

Whopper Sacrifice Promotion offers social networkers a free Whopper if they ditch 10 of their Facebook friends Nearly 200,000 friends have been sacrificed to as of December 2008 totaling 20,000 free sandwiches being given out Facebook has officially discontinued this application as of January 2009 due to the high rate of users “sacrificing” their friends for a free burger Whopper virgin ads will be run until December 2009

The Good vs. The Bad THE GOOD Controversy leads to tons of press coverage Unique spin on the taste test gives an old format new life Campaign spans multiple channels, drawing viewers in from all around Countdown builds hype and gives the campaign an official release THE BAD Controversy means much of the press coverage is negative Hype must be lived up to

Questions? Would any of you added the “Whopper Sacrifice” application to your Facebook account if it was still valid? What are your perceptions of the “Whopper Virgins” ads? Do you feel they will continue to be a success through 2009?

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