Burger King Digs into Digg with Another Viral Ad
Burger King, which is building a reputation at being very good at creating marketing campaigns that go viral, is now looking to make something out of nothing.
In a savvy new ad campaign released this week, Burger King has teamed up with Digg. Whenever a search result comes up empty on Digg, up comes a Burger King ad promoting the restaurant’s $1 double cheeseburgers.
The move is smart because of its uniqueness and its appeal to young, tech-savvy men who are exactly the type of people who check out Digg for the latest in news and viral happenings on the Internet.
The move also builds on Burger King’s social media momentum. In a case study written by Dartmouth’s Center for Digital Strategies, Burger King and its agency, Crispin Porter and Bogusky (CP+B) were spotlighted for using fast, cost-effective web efforts to revitalize the Burger King brand, dating back to the launch of the Subservient Chicken site in 2006.
Burger King is just coming off its successful “Whopper Sacrifice” Facebook campaign in 2009, in which users were asked to trade 10 Facebook friends for a free whopper.
For Burger King and CP+B, it’s all about staying true to the brand and its audience, while leveraging the buzz that comes from the web.
Jeff Benjamin, Vice President and Executive Creative Director, Crispin Porter + Bogusky told eMarketer.com:
“One big (misconception) is that in order to be provocative and get a lot of buzz, you can’t be true to your brand. I think a lot of brands make that mistake. They try to become something else just for the sake of being viral and making something sticky. You always have to make sure those things belong to your brand. Otherwise, I don’t think it’ll work and people won’t remember you for it. It won’t do anything to further the brand.”
Burger King’s campaign with Digg also signifies one step closer as Digg builds out an internal ad network.
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