The King Of Advertising Campaigns

December 12th, 2007 by JRed

With so much talk these days of creating alternate channels of marketing in order to attract and retain talent (as well as customers and new business) it’s nice when you actually come across a primary example of how to do things the right way.

If you haven’t already, take some time to check out the ad Burger King has been running. It’s a highly effective promo that I’ve seen for the last 1-2 weeks called Whopper Freakout. The campaign was created in celebration of their 5oth anniversary.

The campaign uses a quick 30-second TV commercial to set-up the premise, “We picked a Burger King store in Las Vegas and decided to see what would happen if we stopped serving the Whopper for one day. The results were very informative.”

I’m paraphrasing, of course, but you get the idea.

The TV spot ends by asking viewers to visit a website they’ve specifically created just for this campaign. I wonder how many people took the bait as I did? I’d venture to guess that there were many who did since the Reality TV element made the whole thing very intriguing.

It’s worth noting that my wife and I actually watched the full 7 minute video even though we’re accustomed to watching YouTube clips that only run about 1-2 minutes.

It’s also worth mentioning that immediately after watching the clip we both looked at each other and said the same thing - - “I could go for a Whopper right about now! Doesn’t that sound good?” It was 10:30pm at night.

Mission accomplished Burger King.

So, how is this relevant to our industry? If your company is going to use video (especially for a recruiting campaign) everything the experts are telling us is true.

First, make sure the video is “real” and that you do not hire any actors. It has to feel like Reality TV if you want people to take it seriously and feel as though you’re not trying to hide anything. Remember, we live in the Age of Transparency.

Second, make the video compelling, creative and cutting edge. Try to do something different. And it’s perfectly ok to be funny as long as it’s not tasteless.

No pun intended.

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