Burger King Promo, Case study SIGN & RACE 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 Nathan Dills
Creative Director Jason Marks
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: BURGER KING
Product/Service: BURGER KING
Date of First Appearance: May 19 2010
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://www.bk.com/en/us/campaigns/sign-and-race.html
Chief Creative Officers: Rob Reilly/Andrew Keller/Jeff Benjamin (CP+B)
Group Creative Directors: Bill Wright/James Dawson-Hollis (CP+B)
Creative Director: Jason Marks (CP+B)
Associate Creative Director: Nathan Dills (CP+B)
Junior Art Director: Javier Torok (CP+B)
Copywriters: Rich Ford/Matt Clark (CP+B)
Managing Director of Interactive: Winston Binch (CP+B)
Group Executive Producer: Pam Schiedeler (CP+B)
Executive Integrated Producer: Scott Potter (CP+B)
Integrated Producer: Nick Ngai (CP+B)
Junior Integrated Producer: Erica de Rozario (CP+B)
Executive Creative Technical Director: Scott Prindle (CP+B)
Associate Technical Director: Doug Rayburn (CP+B)
Associate Experience Director: Jeff Teicher (CP+B)
Senior Technical Lead: Aaron McGuire (CP+B)
Interactive Design Director: Marlon Hernandez (CP+B)
Director, Message Planning & Analytics: Bryant King (CP+B)
Associate Media Director: Lori Hanchey (CP+B)
Media Supervisor: Jessica Hegger (CP+B)
Assistant Media Planner: Rebecca Peterson (CP+B)
Media placement: Microsite - Burger King Website - 19 May 2010

Insights, Strategy & the Idea
NASCAR is a sport with many sponsors and ‘partnerships.’ As one of those sponsors and as a Tony Stewart partner, Burger King needed to increase its profile within the NASCAR community, while strengthening and solidifying the relationship with Tony Stewart fans. It’s a cluttered environment with a perception that brands are simply looking for a device to move product. It’s not genuine. Based on that cultural tension, Tony Stewart took a lie detector test last year to prove that he genuinely loves the Whopper. This year, we wanted to take the term ‘partnership’ to another level. Partnership should now be inclusive. It should allow all NASCAR fans to be a part of it. Therefore, we created the first “FANDORSEMENT.”

Creative Execution
For proving his love of the Whopper through the lie detector test, BK thought it would return the favour by giving Tony’s fans the chance to show their love for him… by endorsing the hood of his actual race car.
Signatures entered on the Sign and Race website travelled from fans’ computer screens to a custom BK race decal at Stewart Haas headquarters, then onto the hood of Tony’s #14 Impala.

With limited paid media support, the campaign relied heavily on mediums within the Sign + Race ecosystem: broadcast, email, PR, social media, search, online (paid), and bk.com. Broadcast laid the ground work for the site, but a targeted paid online effort across relevant sites, social media and PR campaign sustained traffic to the Sign & Race website.

Results and Effectiveness
We exceeded our signature goal, as well as exceeded Burger King’s interactive averages. There were a total of 166,330 total visits to the site, of which 30% were returns (BK’s average is approximately 21%). Visitors spent an average of 4:20 on the site – over a minute longer than averages. This all equated to 48,754 successful submissions – 4x higher than estimated. We had to determine a new printing method!

When Tony finally hit the track for his July 3rd race at Daytona, he had 750 horses under his hood, and nearly 50,000 “fandorsements” on top of it.