Proposal:“Have It Your Way”

Scholarship Campaign

Thomas Anderson, Dresden Dorazewski, Diana Mazuera, Colleen Moore,

Kristen Radomski

Agenda

• Campaign Objectives• Target Profiles• Big Idea• Launch- Buzz• Consumer Journey• Media Plan• Evaluation

Campaign Objectives

Increase awareness of the Burger King Have it Your Way Foundation and the Burger King Scholars program

Increase monetary contributions to the BK Fall Fundraiser

Increase consumption of BK breakfast menu items

Increase overall Hispanic consumer participation/consumption of BK

Who is our target?

Primary Target:

Adults 18-49 who are Med-Heavy Fast Food Users

Campaign Target: Mobile-Active Fast Food Consumer

• 82% carry their cell phone wherever they go• Extremely Active Smartphone Users:

Internet, Email, Games, Radio

Fast Food Consumer:U.S. Adults 18-49: • Over 96 Million are Medium/Heavy

Fast Food consumers

• 64% live in Metropolitan Areas +90% cellular/mobile phone

• Of 50.5 million Latinos:– 75% mobile subscribers are

between 18-44 years old. – 65% Hispanic mobile subscribers

with Smartphone.

- If you think that most gamers are teens, think again.

48% of all gamers are 18-34

Leading Smartphone Penetration: LATINOS

• Over 90% of Smartphone users play a mobile game once a week. • Smartphone users 68% more likely to play games than the total population.

Smartphone Users & Gaming

Start with Easy levelAfter achieving 50% of

points for next rank, pay another $1 to continue

Once rank is achieved, receive prizes and BK

crown. Pay another $1 to continue to next rank

Once King/Queen crown is acquired, name included on Royalty list (found on website and Facebook

page)

Post your rank and progress on your Facebook page! View scoreboard and see where you rank against

friends!

Big Idea: Game Application

King/Queen

Duke/Duchess

Prince/Princess

LAUNCH: NYC

LAUNCH: mIAMI

The Consumer JourneyStep 1:

Find & Scan QR Code

Peak Interest/ Call to Action

Results:

Increased awareness of and contributions to BK’s scholarship

program

Increased consumption of BK

new breakfast items

Step 2:Donate $1 to BK Scholarship Fund

and Download and Play BK Trivia App

Step 3:Unlock Crown at

each level; receive BK breakfast

coupons

Step 4:Redeem coupons at

local BK retail stores; share

socially with friends and family via social network

BK APP CampaignPAID

OWNED

EARNED

OOH

TV

Internet

BK Games Website

BK App

BK Social Media Pages

Word of Mouth

Four Square

Check-Ins

Online Reviews

PaidOOH• Oversized QR codes in selected launch cities• Billboards, wallscapes, taxi advertising, commuter rail

display, bus advertising, elevator ads, mobile ads and ads at sporting or entertainment events

38% more likely to show considerable interest in ads at

sports or entertainment

events

38% more likely to have considerable interest in ads sent to a cell phone or

other mobile device

20% more likely to show considerable interest in ads on

elevators

18% more likely to show considerable interest in ads on

billboards

PaidTV• :30s on cable networks such as Adult Swim, Teen

Nick, MTV2, Fuse, VH1, MTV, G3• Broad target reach

2% more likely to have heavily viewed

(15+ hours) any cable programming in the past week

8% more likely to agree that ads on TV

provide useful information about

bargains

7% more likely to agree that ads on TV provide information about product use of

other consumers

HH is 7% more likely to subscribe to

digital cable

2% more likely to have a satellite dish

PaidInternet• Display ads such as standard IAB units, non standard IAB

units and video• On websites with topics such as parenting, on-line

gambling, blogging, employment search, chat rooms, gaming, movie listings

29% more likely to be a heavy internet user

17% more likely to agree that advertising

on the internet is amusing

15% more likely to agree that ads on the internet provide them with useful information

about bargains

12% more likely to agree that ads on the

internet provide information about

product use of other consumers

OwnedBK App and BK Games

Website• Our tech savvy target can

participate in the Burger King Scholars Trivia via the BK app on their Smartphone or the BK Games website on their home computer

42% more likely to have web/internet

access on their mobile phone

66% more likely to have downloaded a

mobile app

33% more likely to have played games online in the past

30 days

OwnedSocial Media Pages• Pages such as Facebook, Twitter and YouTube to

reach our digitally engaged target • Provides the chance for BK to engage in more

personal relationships with target

46% more likely to have visited Facebook in the

past 7 days

46% more likely to have visited YouTube in the

past 7 days

49% more likely to have visited

Facebook yesterday

51% more likely to have visited

YouTube yesterday

Earned

Word of Mouth

• Honest feedback from the consumer via Facebook comments or likes, Twitter retweets, sharing of YouTube videos, blog posts, face to face, etc.

Four Square Check-Ins

• Each check-in is broadcasted to the users’ friends

• If users see their friends check-in to Burger King, they may be more likely to visit

Consumer Reviews

• Consumers can give a balanced opinion about their personal experience at BK via Yelp, epinions, etc.

Measurement and Evaluation

During the fundraising month (October),We hope to…

Increase web traffic to Burger King website

Increase donations to scholarship foundation

Increase sales of Burger King breakfast items

THANK YOU