1 / 22

BURGER KING FOURSQUARE STRATEGY Presented by Edelman Digital

BURGER KING FOURSQUARE STRATEGY Presented by Edelman Digital. March, 2010. Objectives. Develop social media pilot campaign for Burger King to begin exploring emerging social media platform(s) Create scalable, regionalized campaign to be tested by select group of franchisees

zudora
Download Presentation

BURGER KING FOURSQUARE STRATEGY Presented by Edelman Digital

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. BURGER KING FOURSQUARE STRATEGY Presented by Edelman Digital March, 2010

  2. Objectives • Develop social media pilot campaign for Burger King to begin exploring emerging social media platform(s) • Create scalable, regionalized campaign to be tested by select group of franchisees • Utilize test to identify key learnings, and inform larger digital ecosystem discussion

  3. The Foursquare “BK Check-In” Event

  4. 2 Streams Of Effort Social media strategy/implementation (informed by brand strategy) We are here Pilot programs (inform strategy) Foursquare “BK Check-In” Program

  5. Foursquare: What is it? A location-based social networking platform giving users the ability to “check in” at their current location and share it with friends. Enables businesses to promote timely specials to those who check in or are within the vicinity of their venue. Users can leave tips about locations encouraging a dialogue between community members, along with competition by awarding points, “badges”, and titles (e.g. Mayor) for checking-in frequently, or at a certain time. • Foursquare: • Launched in March, 2009 • 100,000 signups during SXSWi - now has over 600,000 users • 1.4 million venues • 15.5 million check-ins • Set a new record of “check-ins” on March 14th, 2010 with 347,000 • U.S. visits up 200% since November, 2009 “Our growth curve no longer looks like a hockey stick. It looks like a skateboard ramp with 4 feet of vert. Bananatown!” - Foursquare post on Twitter, March, 2010

  6. Foursquare: The Mechanics Check-ins – When visiting a venue, users “check-in” with a simple push a button to tell their friends where they are and win rewards for checking in. Badges – A status symbol and prize for Foursquare enthusiasts, badges are earned by checking into various venues. Badges can be tied to specific cities, venues, events, or dates. Location Trending – Foursquare monitors check-ins and when a particular place is more happening than the places around it, it gets boosted to the top of the local list and will begin “Trending”. Tips – Foursquare users can leave “tips” at any location informing other visitors about any specials, favorite items, personal preferences or other information they wish to share with the community Specials – Businesses can promote specials at their venues. Some types of specials can include “check-in specials” (e.g. check-in to receive $5 off your purchase), “first time check-in specials” (e.g. receive a free burger on your 1st check-in at our venue), or “Mayor specials” (e.g. become the Mayor of the venue and receive a free weekly drink) Specials Nearby – Leverage the location-based functionality by showing a venue special to anyone who checks-in anywhere within the vicinity of your business. When users near your venue check-in, they see a tag pop up that says, “Special Nearby”. Upon clicking, they see your venue’s current special. BURGER KING 123 State Street (State & Madison)

  7. Foursquare: The Importance of Having and Following Friends • Puts the “social” into the social networking platform • Helps answer the question, “Where are you and your • friends, and what’s on your mind?” • Lends itself to impromptu meet-ups and gatherings • Allows users to find out what their close Foursquare community has to say about venues through tips, reviews, and volume of site check-ins • Amp up the gaming aspect of the platform through • competition with friends for points and badges

  8. The “BK Check-In” Event: Meet the King • A one-day event at a prominent BK franchise where Foursquare loyalists come together to check-in and: • Meet “The King” • Receive a free burger and coupon for product on a return visit • Earn a special “Royal Entourage” badge* • Potentially unlock the coveted “Swarm Badge” (at least 50 people checking into a venue at one time)** • Spread the story of the event throughout their social network communities (Twitter, Facebook, Flickr, blogs, YouTube) Burger King Special Badge Unlock Congratulations! You’ve unlocked the “King of all Badges” badge! * Subject to Foursquare approval **See Appendix B for more information on the “Swarm Badge”

  9. The “BK Check-In”: Building Buzz for The King

  10. The “BK Check-In”: Being Prepared

  11. Post Event Considerations *Tactic is dependent on Foursquare approval Post event considerations are subject to change pending forthcoming digital strategy

  12. Measurement • Establish benchmarks at the onset to determine success, apply learnings moving forward • Number of followers on Foursquare, Twitter • Number of comments, retweets, direct messages • Sentiment of posts • Post-event analytics, including restaurant traffic, sales increase, event attendees • Site traffic to BK.com and applicable Burger King properties • Media coverage and online conversation surrounding campaign

  13. What We Need to Succeed • Integrated marketing campaign to generate awareness prior to test, including: • Targeted, paid media buys in test market 2-4 weeks in advance • Local market support – traditional TV, print, radio outreach • Social media support – engagement with social media influencers • Burger King staff • Adequate number of staff working on day of event, prepare for post-event scenarios • Training – Foursquare tutorial, check-in screen recognition, POS, product give-aways, Twitter training • King appearance in local test market for consumer event • On-site agency staff support • Internal alignment on strategic response plan

  14. Appendix ACase Studies on How Brands are Using Foursquare

  15. Fatburger • Using the “special nearby” feature to drive people to nearby Fatburgers • When users check-in, they receive a “special menu code” to get discounts on menu items

  16. Tasti D-Lite • Users associate their membership cards with their Foursquare and Twitter accounts, getting rewards when they check-in at Tasti D-Lite locations

  17. Bravo TV • Bravo offers badges and prizes to users who check in at over 500 Bravo-tagged locations • TV personalities offer their tips as content creators

  18. Starbucks • Offering a “barista” badge after five check-ins • Plans to use Foursquare as a testing ground for alternative reward strategies

  19. Zagat • Aims to reward users who discover and experience Zagat rated places in their city • Users can earn a “foodie” badge • Follow Zagat to get insider tips from the editors

  20. Appendix BThe Power of the “Swarm Badge”

  21. The Power of the Swarm Badge: AJ Bombers • AJ Bombers wanted to attract Foursquare users to help raise money for Milwaukee Social Media Community to have a SXSW event • Offered the possibility to unlock the coveted swarm badge • 161 of the 350 Foursquare users in Milwaukee checked-in • Raised over $500; saw a sales increase of 110%

More Related