Burger King Promo, Case study TONY STEWART 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
Chief Creative Officer Jeff Benjamin, Rob Reilly, Andrew Keller
Associate Creative Director Ryan Wagman, Nuno Ferreira, Andrew Ure
Creative Director Bill Wright, James Dawson-Hollis
Art Director Kat Lam
Copywriter Ryan Raab, John Benedict
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: BURGER KING
Product/Service: FAST FOOD
Chief Creative Officers: Rob Reilly/ Andrew Keller/ Jeff Benjamin (Crispin Porter + Bogusky)
Creative Directors: Bill Wright, James Dawson-Hollis (Crispin Porter + Bogusky)
Associate Creative Directors: Ryan Wagman, Nuno Ferreira, Andrew Ure (Crispin Porter + Bogusky)
Art Director: Kat Lam (Crispin Porter + Bogusky)
Copywriter: John Benedict, Ryan Raab (Crispin Porter + Bogusky)
Interactive Executive Creative Directors: Jeff Benjamin (Crispin Porter + Bogusky)
Interactive Copywriters: Ryan Wagman, Anna Kate Roche (Crispin Porter + Bogusky)
Interactive Designers: Matt Schreiber, Kelly Wengert (Crispin Porter + Bogusky)
Interactive Design Director: Pelun Chen (Crispin Porter + Bogusky)
Lead Developer: Robert Christ (Crispin Porter + Bogusky)
Flash Developer: Marc Pelland, Steve Loe (Crispin Porter + Bogusky)
Interactive Developers: Dennis Cunningham, Anna Yovandich (Crispin Porter + Bogusky)
Flash Designer: John Gerweck (Crispin Porter + Bogusky)
Director of Intergrated Production: Dave Rolfe (Crispin Porter + Bogusky)
Managing Diredtor of Interactive: Winston Binch (Crispin Porter + Bogusky)
Group Executive Producer: Pam Scheideler (Crispin Porter + Bogusky)
Executive Intergrated Producer: Chad Hopenwasser (Crispin Porter + Bogusky)
Senior Intergrated Producers: Madison Wharton, Scott Potter (Crispin Porter + Bogusky)
Intergrated Producers: Julie Rousseau, Sarah Bagwell (Crispin Porter + Bogusky)
Vice President Director, Agency Communications: Steve Sapka (Crispin Porter + Bogusky)
Media placement: TV Campaign- 6 Spots - TV - 7 September 2009
Media placement: Radio Campaign- 3 Spots - Radio - 7 September 2009
Media placement: Microsites- 2 Sites - http://Www.carrotcrusher.com / http://Www.estradaglasses.com - 8 September 2009
Media placement: Banners - Online - 8 September 2009
Media placement: Live Event - Truthabouttony.com - 20 October 2009
Summary of the Campaign
The campaign’s goal was to remind and reignite consumers’ passion for our marquee product, the Whopper. Historically we know that BK’s target audience has a huge passion for NASCAR, so tying in with Tony Stewart seemed like a natural fit. However, consumers also have a natural distrust of celebrity “endorsements”. Is s/he really pushing the product because they believe in it, or is it all about the paycheck? To debunk this commonly held perception in a unique and impactful way we decided to put Tony to the test. A live, online, polygraph test. The end result was not only a huge drive to the BK.com website and Twitter buzz generator, but one of the most successful impressions impacts in Facebook history.
The Goal
The campaign’s goal was to remind and reignite consumers’ passion for our marquee product, the Whopper. Not only did we want our consumers to return to the Whopper, but we wanted to crush a typical stereotype in advertising: celebrities don’t actually use or like the products they endorse. Instead of the typical approach of providing a celebrity with more money to falsely support our product, we decided to prove that Tony Stewart really did love the Whopper with a live, online, polygraph test. Once people knew that Tony was for real, our customers would drive store traffic and return for one of their traditional Burger King favorites: the Whopper.
By the end of the campaign, traffic to BK.com increased by 16%. Impressions generated on Facebook were 50% more than goal, with one of the highest engagement rates in FB history. 65% of people who RSVPed to the Facebook event logged in to watch the event live. PR mentions increased 166% during the week of the polygraph event. There were tens of thousands of tweets and blogs that the topic even earned its own hashtag. 25% incremental increase to general BK buzz.
Using shameless shills Carrot Top and Eric Estrada, the seeds were sown for the moment of truth. Sweepstakes Banners allowed fans to “Win a Tony Stewart Experience” and drove consumers to BKRacing.com. A Facebook Event page was created to allow fans to engage with the campaign, RSVP to the event and submit questions for Tony. Finally, during the live online polygraph test Tony answered 36 consumer-generated, and potentially embarrassing questions. Ending with “Do you love the Whopper”, his “Yes” answer was confirmed accurate by the lie detector. The truth was out.
The Situation
Celebrity endorsements. An advertising staple since forever. But do stars really use the products they pitch, or are they simply in it for the money? When Burger King signed NASCAR champion Tony Stewart to endorse the Whopper, they decided to put him to test him. A polygraph test.
The Strategy
Embracing the stigma behind celebrity endorsements, we got Tony Stewart to agree to take a polygraph test. A live, online polygraph test to find out if he really loves the Whopper. Buzz and awareness for the event was created via national television, radio, banners and social media. Both :15 and :30 TV units allowed frequency and continuity.