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Burger King Intern Presentation
- 1. Proposal:“Have It Your Way” Scholarship Campaign Thomas Anderson, Dresden Dorazewski, Diana Mazuera, Colleen Moore, Kristen Radomski
- 2. Agenda Campaign Objectives Target Profiles Big Idea Launch- Buzz Consumer Journey Media Plan Evaluation
- 3. Campaign Objectives Increase awareness of the Burger King Have it Your Way Foundation and the Burger King Scholars program Increase monetary contributions to the BK Fall Fundraiser Increase overall Hispanic consumer participation/consumption of BK Increase consumption of BK breakfast menu items
- 4. Who is our target? Primary Target: Adults 18-49 who are Med-Heavy Fast Food Users
- 8. LAUNCH: NYC
- 10. The Consumer Journey Step 1: Find & Scan QR Code Peak Interest/ Call to Action Results: Increased awareness of and contributions to BK’s scholarship program Increased consumption of BK new breakfast items Step 2: Donate $1 to BK Scholarship Fund and Download and Play BK Trivia App Step 4: Redeem coupons at local BK retail stores; share socially with friends and family via social network Step 3: Unlock Crown at each level; receive BK breakfast coupons
- 11. BK APP Campaign PAID OWNED EARNED OOH BK Games Website Word of Mouth TV BK App Four Square Check-Ins Internet BK Social Media Pages Online Reviews
- 12. Paid OOH Oversized QR codes in selected launch cities Billboards, wallscapes, taxi advertising, commuter rail display, bus advertising, elevator ads, mobile ads and ads at sporting or entertainment events
- 13. Paid TV :30s on cable networks such as Adult Swim, Teen Nick, MTV2, Fuse, VH1, MTV, G3 Broad target reach
- 14. Paid Internet Display ads such as standard IAB units, non standard IAB units and video On websites with topics such as parenting, on-line gambling, blogging, employment search, chat rooms, gaming, movie listings
- 15. Owned BK App and BK Games Website Our tech savvy target can participate in the Burger King Scholars Trivia via the BK app on their Smartphone or the BK Games website on their home computer
- 16. Owned Social Media Pages Pages such as Facebook, Twitter and YouTube to reach our digitally engaged target Provides the chance for BK to engage in more personal relationships with target
- 17. Earned
- 18. Measurement and Evaluation During the fundraising month (October), We hope to… Increase sales of Burger King breakfast items Increase donations to scholarship foundation Increase web traffic to Burger King website
- 19. THANK YOU
Hinweis der Redaktion
- Diana
- DIana
- Our research showed that of all fast food consumers: over 96 million of the U.S. that consumes the most are within our target demographic – 18-49 years old.To secure our efforts at achieving our objectives we really had to get to know this consumer- what do they do, like, use, How do we reach them??Turns out that of this 96 million consumers- 64% live in top metropolitan areas, Big City working class, and over 90% heavily rely on their Mobile phonesIt is with this information that we decided to focus our target to: working girl and guy of the Big City, who live, work, and survive on their mobile telephones.
- With in this Heavy smartphone population- comes our efforts to reach the Hispanic/Latino Market.Of the 50.5 million Latinos 75% are Mobile subscribers between the ages of 18-44 and this group is currently Leading the Smartphone Penetration of the U.S.
- Thomas
- Kristen
- Kristen
- Dresden
- Dresden
- Dresden
- Dresden
- Colleen
- Colleen
- Colleen