Burger King:
Pre-book a Whopper
Burger King was all set to launch its very first store in in the city of Bangalore, India.
However, the store was located in Whitefield at Phoenix Market City and the brief was to:
-
Do something digitally clutter-breaking to grab attention as Retail launches are known by the excitement they create on the day of the launch.
-
Bring the exposed IT Bangalore audience to the store and ensure "a long queue on the day of the launch".
Successes
Results
-
1200 people in queue on Day 1 of the launch
-
Sold out in 24 hours of pre-booking launch
-
High Impact on Sales
-
Informally known as the best QSR opening day launch in the industry
Media
Awards
-
Best Brand Awareness Campaign shortlist -2016 Smarties India Awards
The Insight
-
No one likes waiting in a queue.
-
Most people like to be the first to try out an international product/brand.
The Solution
While the world had heard of pre-booking gadgets, books, makeup and more... Now, for the first time ever, it was time to pre-book food . Specifically, the famous Burger King Whopper!
The innovative media strategy, with minimal investment, allowed the well-traveled IT crowd to book their place at the Burger King outlet and get their bragging rights as one of the first to experience the Burger King whopper in India!
Smart targeting helped log in 1200 numbers of pre-order required for
Day 1 of the Launch.
The orders sold out in 24 hours.
Data-Driven Audience Engagement
Social listening tools were used to track conversations of people from IT communities within Bangalore for creative messaging and conversation,
driving further excitement and bookings.
