Burger King Promo, Case study KINGON DEFENSE ACADEMY by Crispin Porter + Bogusky Boulder

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Industry Fast food
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Associate Creative Director Nuno Ferreira Leo Burnett
Released May 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BURGER KING
Product/Service: BURGER KING
Date of First Appearance: May 3 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://wwwawards.cpbgroup.com/awards/2010/cl_cl/bk_kingon_defense_academy.html
Chief Creative Officers: Rob Reilly/Andrew Keller/Jeff Benjamin (Crispin Porter + Bogusky)
Group Creative Directors: Bill Wright/James Dawson-Hollis (Crispin Porter + Bogusky)
Associate Creative Director: Nuno Ferreira (Crispin Porter + Bogusky)
Copywriters: Ryan Wagman/Ryan Raab (Crispin Porter + Bogusky)
Programmer: Martin Legowiecki/Marc Pelland (Crispin Porter + Bogusky)
Interactive Designer: John Whitmore (Crispin Porter + Bogusky)
Flas Designer: John Gerweck (Crispin Porter + Bogusky)
Director of Integrated Production: David Rolfe (Crispin Porter + Bogusky)
Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Integrated Head of Video: Matt Bonin (Crispin Porter + Bogusky)
Executive Integrated Producer: Robert Valdes (Crispin Porter + Bogusky)
Senior Integrated Producer: Nicole Schofield (Crispin Porter + Bogusky)
Junior Integrated Producer: Scott Woodrow (Crispin Porter + Bogusky)
Sound Designer: Seth Padgett (Crispin Porter + Bogusky)
Interactive Technical Director: Scott Prindle (Crispin Porter + Bogusky)
Associate Technical Director: Mat Ranauro (Crispin Porter + Bogusky)
Experience Director: Matt Walsh (Crispin Porter + Bogusky)
Associate Experience Director: Jeff Teicher (Crispin Porter + Bogusky)
Experience Designer: Nathan Reuss (Crispin Porter + Bogusky)
Vice President/Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Lori Hanchey (Crispin Porter + Bogusky)
Media placement: Online Microsite - Www.whenkingonsattack.com - 3 May 2009
Media placement: TV Campaign- 3 Spots - TV - 4 May 2009
Media placement: Radio Campaign- 3 Spots - Radio - 4 May 2009

Results and Effectiveness
The Burger King Star Trek Banner Campaign more than doubled the click-through rate benchmark for QSR banners. The click-through rate was 155% higher than the QSR benchmark.

Creative Execution
Fast food movie tie-ins: The final frontier. They're as old as summer blockbusters, and just as predictable. How could BURGER KING breathe new life into an otherwise stale genre? Simple. We fused the BK world with the Star Trek universe with the invention of Kingons. These half King, half Klingon bad guys had one thing on their mind: your Star Trek collectible glasses—and they employ their own special brand of playground brutality to get what they want. Enter the Kingon Defense Academy—online training centre and mockery of thousands of similar sites and video series—a place where cadets could learn the ways of the KDA by watching tutorials, and earn a series of ranks and badges in the process. The site went viral in hours, grabbing widespread media coverage, cheers from the tens of thousands of Trekkies who participated, and highly-opinionated suggestions from those that didn't. Star Trek glasses became a must-have Trekcessory overnight and, almost as importantly, Star Trek fans learned to defend themselves from intergalactic and terrestrial bullies.

Insights, Strategy & the Idea
As part of Burger King’s promotion with the Star Trek movie, BK offered limited edition Star Trek glasses for $1.99, with the purchase of a Value Meal. The objective of the Kingon Defense Academy digital campaign was to raise promotional awareness and to ultimately drive restaurant traffic and Value Meal sales. One of the strategic challenges was to make the property relevant to BK’s Super Fan target and to introduce Star Trek to a new generation. BK’s customers needed to feel like it was okay to explore their limits and follow that impulse to participate in the Star Trek mania. We needed to convince customers that the glasses were a safe point of entry into the Star Trek scene.