Burger King Promo, Case study TINY TYPO by Crispin Porter + Bogusky Boulder

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Industry Cheese, Fast food
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Copywriter Ryan Raab
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: BURGER KING
Date of First Appearance: Mar 25 2010 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://wwwawards.cpbgroup.com/awards/2010/cl_cl/bk_tinytypo.html
Chief Creative Officers: Rob Reilly/Andrew Keller/Jeff Benjamin (Crispin Porter + Bogusky)
Group Creative Directors: Bill Wright/ James Dawson-Hollis (Crispin Porter + Bogusky)
Interactive Creative Director: Jason Marks (Crispin Porter + Bogusky)
Junior Interactive Art Director: Lindsey King (Crispin Porter + Bogusky)
Copywriter: Ryan Raab (Crispin Porter + Bogusky)
Interactive Design Director: Marlon Hernandez (Crispin Porter + Bogusky)
Partner Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Senior Integrated Producer: Scott Potter (Crispin Porter + Bogusky)
Vice President/Executive Creative Technical Director: Scott Prindle (Crispin Porter + Bogusky)
VP Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Lori Hanchey (Crispin Porter + Bogusky)
Media placement: Online Search Takeover - www.digg.com - 25 March 2010

Results and Effectiveness
Within the first two weeks of the campaign, Tiny Typos accumulated over 200k impressions with a CTR of 1.75 (which is 1,650% higher than a typical CTR of 0.10%). News of this clever social media campaign was picked up by several publications and shared amongst the industry.

Creative Execution
The Tiny Hands campaign was centred around the idea that those with small hands might be a bit self conscious holding the big, beefy, $1 Double Cheeseburger from BK. BK bought the “404 error” messages on Digg, a popular search engine, and turned them into ads. When users made a typo in their search on DIGG, the Tiny Typos “error” message copy blamed their search error on their tiny hands. It then tied back to tiny hands being too small for BK’s $1 Double Cheeseburger. Tiny Hands TV spots ran throughout the flight and could also be found online.

Insights, Strategy & the Idea
BURGER KING® was entering its sixth consecutive month of $1 Double Cheeseburger messaging. Our challenge was to develop a new and effective way of communicating and refreshing the offer. BK’s target, the SuperFan, is very tech-savvy and spends a lot of their time searching on the internet. What better way to reach them then through a search engine? Burger King prides itself in being socially relevant and in tune with it’s target –we believed this non-traditional means of social media would catch SuperFan’s attention but not feel “paid for” – it would be surprise to those who encountered it.