Burger King DM DOLLAR HOLIDAY CARDS by Crispin Porter + Bogusky Boulder

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Industry Cheese, Fast food
Media Direct marketing
Market United States
Agency Crispin Porter + Bogusky Boulder
Copywriter Nathan Dills
Released December 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: BURGER KING
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://wwwawards.cpbgroup.com/awards/2010/cl_cl/bk_dollarholiday.html
Cheif Creative Officer: Rob Reilly/Andrew Keller/ Jeff Benjamin (Crispin Porter + Bogusky)
Group Creative Directors: Bill Wright/James Dawson-Hollis (Crispin Porter + Bogusky)
Copywriter: Nathan Dills (Crispin Porter + Bogusky)
Graphic Designers: Denise Soberon/Carlos Lange/Chris Streger/Neil Hazle (Crispin Porter + Bogusky)
Senior Print Producer: Yajaira Fierro (Crispin Porter + Bogusky)
Executive Art Producer: Sherri Radel (Crispin Porter + Bogusky)
Art Producer: Jodi Jamiolkowski (Crispin Porter + Bogusky)
Digital Artists: John Gonzalez/Paula Guerrero (Crispin Porter + Bogusky)
DFX: Eduardo Santiesteban/Massimo Leone/Chris Titze (Crispin Porter + Bogusky)
Content Management Supervisor: Marci Miller (Crispin Porter + Bogusky)
Content Supervisor: Aaron Charron (Crispin Porter + Bogusky)
Content Manager: Carrie Frash (Crispin Porter + Bogusky)
Assistant Content Manager: Karina Diaz (Crispin Porter + Bogusky)
Media placement: Print ($1 Cards) - Bkdollarholidays.com - 4 December 2009
Media placement: Interactive/Online Microsite - Bkdollarholidays.com - 4 December 2009
Media placement: TV Campaign - TV - 7 December 2009

Describe the brief/objective of the direct campaign.
Burger King wanted to promote their new Double Cheeseburger during the holidays, traditionally a very tough time for fast-food restaurants. They needed a way to differentiate the product and simultaneously make Burger King culturally relevant at a time of year when big box retailers spend millions to dominate traditional media outlets. Ready. Set. Go.

Explain why the creative execution was relevant to the product or service.
Cards were sold through bkdollarholidays.com, where people could select the perfect greeting for that “not-so-special someone” in their life. A series of television spots promoted the site, including one featuring a turtleneck-clad gift giver handing out cards to all the least important people in his life, like some guy he played squash with...once.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We promoted Burger King’s new Double Cheeseburger as the perfect gift for marginal friends and acquaintances by releasing a set of 20 “almost sincere” greeting cards, each with a dollar inside – not coincidentally, the price of the burger.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Within three weeks, 50,000 cards were sold and soon delivered to 50,000 almost-friends. During that same time, blogs, news organizations and talk shows all started to pick up on what soon became the feel-good news story of the season - gifts for marginal friends. It seemed everyone wanted to talk about the people at the bottom of their gift list. The very bottom. This put Burger King top-of-mind during the holidays. Right where they wanted to be.