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Burger King
It Just Has to Make Sense to Someone

RAN IN: United States

CLIENT
Burger King

AGENCY
MullenLowe U.S. *Lead Agency


SUMMARY

Attention is an endangered species; it’s more difficult than ever to stand out in our hyper-fragmented media environment. Burger King’s 18-24 y/o target had stopped paying attention to the brand’s content online, declining in visitation year, over year, over year. We needed stand out online among this target. Studying the subcultures that comprise this audience, we developed a theory: Celebrate and support niche interests and we’ll generate feelings of validation, acceptance, and, ultimately, brand love. We created an engine for content creation, and the results, well, speak for themselves.

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT,INTERACTIVE/ONLINE,SOCIAL MEDIA

Audience: Ages 18 - 24

Objectives: Build brand equity

Type: Business to Consumer

Language: English