16 Mar Bold Marketing Techniques- Where Do We Draw The Line?
The name of the game in Marketing has been to develop a campaign that will make the consumer think about your product over the competition. In doing that, we have seen different tactics that push the envelope in terms of gaining attraction, and it’s not always successful. This raises the question, how do we raise the bar creatively, and where do we draw the line?
The most recent example of this is the campaign recently done for Burger King for International Women’s Day on March 8. If you didn’t see it before it was deleted, here is what their campaign was:
Here’s the context. @BurgerKingUK tweeted an eye-catching sentiment, in hopes that consumers would read the whole thread, where not only do they redact that statement, but rather expand on percentages and gender ratios in the kitchen, and how they are trying to empower female employees to pursue a culinary career. Since tweeting this, they have deleted the tweet and apologized for the delivery, explaining that this was not the outcome that they planned.
It is hard to say if what they did was necessarily wrong based on the concept they were going for, but we cannot deny the interaction that this tweet has. With 560K likes and 150K retweets before it was eventually deleted, it was hard to find someone that didn’t hear about what happened, even if it was a positive or negative response. Interactions are interactions, regardless of opinion attached, and have definitely put Burger King in consumers’ subconscious.
In addition to this tweet, they release a full-page ad in the New York Times, in bold red making it extremely hard to miss. Social media makes it easy to delete a potential advertisement, but when it is printed, it will physically never go away, giving potential consumers all of the ammo that they need to potentially never buy at Burger King ever again.
The question still stands, did @BurgerKingUK cross the line during this campaign? It is not a hard question to answer. We do think a line was crossed, consider that International Women’s Day is meant to be a day of celebrating women’s accomplishments, rather than tearing them down. In marketing, perception is reality, so if you create an advertisement that can be perceived as negative, there is a good chance that the consumers will think it is negative, instead of reading into why a company is advertising in a certain way.
Do we think that this was a “bad” campaign by @BurgerKingUK? Also no. This is the most interaction that this account has ever had. Everyone is talking about Burger King. They have gained over 30K followers this week. If you are a social media manager, this is exactly what you want to hear. The current news in the UK is booming over stories of former British royals Harry and Meghan Markle as they had an interview on March 7. This on paper should be THE story of the week, but @BurgerKingUK has been able to cut through the noise and create traction that in return increases their analytics positively, even if the message was the opposite.
Marketing tactics have always been changing, and they are only getting bolder. What are your opinions on Burger King’s campaign? Let us know by telling us what you think by following us on Twitter, where you can see us keep up to date on all digital marketing news, and by following us on Instagram, Facebook and LinkedIn for updates on all things ACCL and current projects we are working on!
Blog By: Kate Sullivan (Intern 2021)