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Burger King the King of Viral (and double cheese burgers)

January 5, 2009

I’ve always been a Burger King over McDonald’s girl – in everything except maybe the occasional McFlurry. And after entering the world of advertising, I now believe that Burger King truly does trump McDonald’s in every way – especially in creative viral campaigns. Here are just two that I’ve stumbled across this holiday season:

1. They’ve created a scent called Flame that smells like a cheeseburger. The company describes Flame as “the scent of seduction with a hint of flame-broiled meat”. The website is super creative/creepy, and the product is actually for sale for like $3.00! Perfect for the gag gift or if you just like burgers. Even if you aren’t going to buy – the website is worth a gander for this hilarious nearly naked King pic.

2.  In another brilliant viral move, BK has sent agents out to major cities to lose their wallets to be found by unsuspecting passersby. Inside the wallets are notes telling the individuals who find them to go ahead and keep the wallets, a map to the nearest BK, the King’s driver’s license, BK gift cards and cold hard cash up to $100. While the viral campaign hasn’t hit mainstream media yet, I found many blogs citing the experience of finding the wallet. It’s bound to make some waves soon, and all at a fraction of the cost that a traditional campaign would cost.


In my opinion BK has mastered the random viral campaign, without feeling random at all. Using the KING as consistency and the funny/weird tone that all of their stuff takes – you really get a sense of the brand voice in a variety of ways. I look forward to what they’ll do next….

3 Comments leave one →
  1. alexmkerlick permalink*
    January 13, 2009 10:18 am

    Super creepy, but really smart and well-designed. I love how on his driver’s license under Date of Birth it says “TMI.”

  2. January 14, 2009 8:44 pm

    I’m sort of afraid of him. What’s behind that mask? As an ad icon, he works. But if I saw him on the street, I’d pretend to be fearless and threaten to unmask him if he didn’t give me coupons for free chicken fries.

  3. MelissaHamilton permalink
    January 30, 2009 3:16 pm

    Overall his creepiness is why he is so successful, and part of the way CP&B sold him in . . . a creepy sort of looming figure. Anywhere you see him “speaking” in the first person whether on Twitter or on his driver’s license there is always an air of mystery or even an attitude that comes across a bit uncomfortable. I think it’s part of the entire approach of the campaign.

    He makes me giggle.

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