Post 6

After reviewing the Burger King marketing campaign for their new french fry i believe the campaign was a great success. By using integrated marketing communication tools Burger King was able to promote and advertise their new product to a large audience from all different demographics. The company received a large amount of editorial and PR in regards to the Free French Fries day they ran on the 16th December, they created a great hype and their stores were buzzing and many customers came to sample the new product. Branding positioning was integrated into all brand messaging and all marketing communication had strategic consistency.
Great promotion and campaign !

Post 5

Over the weekend i went into Burger King to check out the Free Fries day promotion. Driving to the store i drove past a few bus stop areas where Burger King had advertised the day. Also several radio stations where promoting the day and running advertisements for Burger King and speaking about the new fries that they would be offering. I discovered that Burger King did not require any customers to be make purchases, they were just giving the fries away for free. This is a fantastic marketing tactic to attract customers to Burger King to try the new fries. There were people lined up outside and many people from the media covering the story of this day. Burger King had a large amount of banners in store and in the window front with images of the new french fries and many of the staff members working were handing out flyers with information about the new product and also some coupons where you would receive a free medium sized fries with any burger purchase. This is a great sales promotion tactic and also a good way of direct marketing to customers. I also drove to several other Burger King branches to see if they were also impacted in the same way and had the same amount of customers flocking their store for this promotional day and found that indeed they were all just as busy. The promotion seemed to have worked a treat.

Post 4

Today  i went into a Burger King branch to see what how they were promoting the product and observed a couple of things. Firstly the internal signage displays images of the new french fries and this signage is visible all throughout the store and also all through the store front so that it is visible when driving past or through the drive through area. Secondly when i approached the counter to place an order the server informed me about the new fries and asked me if i would like to add some to my order. Here personal selling and also direct marketing are used.  Burger King shows they understand the importance of retaining customers and keeping them loyal to their brand, not only are they advertising their new product but also assuring the customer will return. I also noticed a printed advertisement in the Wayne weekly which is the local newspaper in my area. Burger King has used many different communication methods to advertise and promote their new french fries and are delivering the message very effectively. All the marketing communications have had strategic consistency.

Post 3

A new observation i have made today was the release of a new promotion on the introduction of Burger Kings new french fry and this is the "FREE FRIES FRIDAY DEC 16".  Burger King will be giving away one free value sized serving of their new french fries to all customers on Friday the 16th December until stocks lasts. This is a fantastic way to allow customers to use their senses in testing the product, a great use of the IMC tool sales promotion, although as the day is being advertised prior it also uses internet marketing and also public relations as i have found pr online in regards to this day. Burger King is using a blend of tools to contact and capture the attention of its audience.  I have observed a fair amount of message integration with this campaign, everything i have seen has had verbal and visual consistency. On their webpage they are also using social media to target a wider audience. There is link on www.burgerking.com where you click on the Free Fries Friday image and it redirects you to your own personal facebook page and gives you the option to like the page. Currently 2,229,616 people on facebook have liked this page. They use all the same imagery and wording so that you can recognise the brand and the product easily. They are also running a competition to get the audience interactive, here they ask audience to guess a number of how many fries they believe Burger King will give away on the Free Fries Friday and the person who guesses the amount closest to the true amount will win free fries for a year. Here Burger King has used IMC tools advertising, social media advertising (with facebook), direct marketing (by directing people to their personal facebook accounts) and also interactive and internet marketing.

Post 2

Over the last few days there has been a considerable amount of PR and press releases that have been released in regards to the new french fry Burger King is releasing. The PR seems to be positive and many publications have commented on the new product release. Some of these include the Miami Herald, the Impulsive Buy, Times Newsfeed, and Burger Business. All the sites have reported positively stating, The new fries will cost the same, but are thicker and have less sodium. They also have a coating designed to make them crispier and stay hotter longer. Burger King stated in press release that their new fries are,

“A thicker cut of potato gives each bite more fluffy, potato flavor on the inside and crispy, golden-brown deliciousness on the outside,”

Burger King is thus far using IMC tools Direct Marketing, with the personalised email blasts to database and Public relations, with the press releases and several online publications that have released information on the new product launch. Burger King is cleverly using publicity to get the word out to the public so that they can continue to dominate the industry with having the best french fry in the fast food world. 

www.burgerbusiness.com

http://www.miamiherald.com/2011/12/07/2535291/the-french-fry-wars-burger-king.html

http://newsfeed.time.com/2011/12/01/burger-king-is-revamping-its-french-fry-recipe/

Post 1

Burger King, a worldwide and highly successful fast food chain. A company that uses integrated marketing communication campaign to promote its brand and current promotions. Over the last 4 weeks in the USA Burger King has been advertising and promoting the launch of their new fries which claims to be different and perfectly salted. As a first initial information release Burger King advertised on their webpage www.burgerking.com advising the public that they would be launching a new kind of french fry, which would be fatter and perfectly salted and stay fresher for longer. Burger King also sent out a huge email blast to their database of customers with information about the new french fry release. There would be several other brands that would be going up in competition against Burger King with their new french fry release, some of these include McDonalds, KFC, Wendys, Jack in the Box etc. The promotion for the new product must be effective in order for them to dominate the industry with their products. Here Burger King is using IMC tool Internet marketing and advertising.