October 13, 2006 | Friday

Burger King; its customers; a dozen new products and search

By Admin in News |Online Sales

Russ Klein, Burger King’s president of global marketing, strategy and innovation recently gave a speech to the Association of National Advertisers about how the fast food giant combined search and social media to close the gap on its rivals.

In the highly competitive fast food industry Burger King was looking for a strategy to distinguish itself in consumers’ minds from its competitors.

Burger King looked online for inspiration and created special interactive website for the Super Bowl that tied in with its television commercial and closely monitored its “buzz” in the social media space.

Mr Klein’s pointed out that the process involved some challenges and a steeper learning curve.

“The chain had to be willing to face some negative reactions but we don’t have to go into damage control and spin when somebody takes a swipe at us.

You have to be accepting of the fact that they’ll say good things about you and bad things about you. Get over it.

We have to find ways to put customers in charge of social currency.”

The powerful initiative from Burger King does not look like slowing down soon; as today they partnered with Hip Hop star PDiddy to create a co-branded channel Music Channel on YouTube.

As a direct result of initiative, Burger King launched a dozen new products and profited $1.5 billion in new sales.

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