The Brief

a) The brief was to launch Burger King’s new range of 32 snacking products, countering consumers’ impression that Burger King does not have a snacking menu. b) Create a campaign that will, in the shortest time possible, bring Burger King into the consideration set when it comes to snacking, amidst the established competitors. c) Increasing in-store traffic by 10% compared to the same period in 2009, and increase sales of snack selections by 30%. All these with a budget one-tenth of our competitors’.

Describe how the promotion developed from concept to implementation

a) As snacking is driven by an instantaneous crave, we likened picking a snack to playing the lottery—therefore creating BK Snacking Quick Pick, a 5-weeks online campaign that leveraged on the excitement of lottery. b) We rode on the popularity of Paul the Octopus and created our own icon - a Chihuahua wearing an octopus suit. Each player gets a chance to predict the six winning snacks and submit a “snacking lottery ticket” every week. Rebel the Octopuppy will pick the six winning snacks based on his psychic whims every Thursday.

Describe the success of the promotion with both client and consumer including some quantifiable results

Burger King Singapore reported, post-campaign, a 13% increase in foot traffic. Sales per hundred units sold increased 39%, achieving an overall sales increase of 7.8% in comparison to the same period in 2009. The snack menu makes up 12-15% of daypart sales, so these results were significant. As for online communications, the microsite logged 32,000 visits, 511% above the industry benchmark. Participants submitted 12,811 lottery submissions, on an average of 2.5 tickets, and spending 3:44 minutes on the site—51.04% more than the average 2:19 minutes. The campaign yielded a 30% increase in Facebook fans over the 5-week promotional period.

Explain why the method of promotion was most relevant to the product or service

a) Speed of engagement is key—given that Burger King needs to immediately increase store traffic with its 32 new snacking choices. Thus, the Octopuppy contest provided a platform for engagement and redemption of winnings that directed traffic to store. b) The alternative measure to compensate for the lack of budget is to hype up interest and to strike a chord with the average Singaporean by likening the contest to a lottery. Which helped greatly in spiking up the participation rate.