Burger King Promo, Case study KING ROULETTE 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
Copywriter Andrew Goldin
Photographer Jessyel Gonzalez
Released March 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BURGER KING
Date of First Appearance: Mar 25 2010 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Chief Creative Officers: Rob Reilly/Andrew Keller/Jeff Benjamin (Crispin Porter + Bogusky)
Vice President/Group Creative Directors: Bill Wright/James Dawson-Hollis (Crispin Porter + Bogusky)
Interactive Creative Director: Jason Marks (Crispin Porter + Bogusky)
Associate Technical Director: Doug Rayburn (Crispin Porter + Bogusky)
Junior Interactive Art Director: Lindsey King (Crispin Porter + Bogusky)
Copywriter: Andrew Goldin (Crispin Porter + Bogusky)
Interactive Design Director: Marlon Hernandez (Crispin Porter + Bogusky)
Senior Interactive Developer: Gavin Leader (Crispin Porter + Bogusky)
Web Developer: Dennis Cunningham (Crispin Porter + Bogusky)
Vice President/Group Executive Producer: Pamela Scheideler (Crispin Porter + Bogusky)
Senior Integrated Producers: Madison Wharton/Scott Potter (Crispin Porter + Bogusky)
Junior Integrated Producer: Robin Cain (Crispin Porter + Bogusky)
Photographer: Jessyel Gonzalez (Crispin Porter + Bogusky)
Associate Experience Director: Jeff Teicher (Crispin Porter + Bogusky)
VP Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Lori Hanchey (Crispin Porter + Bogusky)
Media placement: Online Application - Internet - 25 March 2010

Results and Effectiveness
The measure of success for Chat Roulette was about one on one engagement for our target audience with the KING and the Burger King brand. Having the KING pop up in an unexpected place and rewarding our loyal customers with value in the form of a free sandwich was the ultimate success.

Creative Execution
The hottest new public space online: chatroulette.com. A webcam site that throws random strangers into a video chat has taken off. The anything goes worldwide phenomenon is the perfect public venue for the King to go crazy and giveaway Steakhouse XTs. The iconic King will attract much attention and press as random people come across him & his delicious burger. A click on the link within the chat will send the user to a coupon page where they can print and redeem their free sandwich.

Insights, Strategy & the Idea
Leverage the hype on up and coming public online forums such as Chat Roulette as a way to promote the new Steakhouse XT burger and generate trial.