Burger King Promo, Case study TONY STEWART ENDORSEMENT 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
Creative Director James Dawson- Hollis, Bill Wright
Released October 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: BURGER KING
Product/Service: WHOPPER BURGER
Date of First Appearance: Oct 20 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
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: Nuno Ferreira/Ryan Wagman (Crispin Porter + Bogusky)
Interactive Design Director: Pelun Chen (Crispin Porter + Bogusky)
Interactive Designer: Matt Schreiber (Crispin Porter + Bogusky)
Flash Designer: John Gerweck (Crispin Porter + Bogusky)
Lead Developer: Robert Christ (Crispin Porter + Bogusky)
Flash Developers: Marc Pelland/Steve Loe (Crispin Porter + Bogusky)
Interactive Developers: Dennis Cunningham/Anna Yovandich (Crispin Porter + Bogusky)
Director of Integrated Production: Dave Rolfe (Crispin Porter + Bogusky)
Managing Director of Interactive: Winston Binch (Crispin Porter + Bogusky)
Senior Integrated Producers: Madison Wharton/Scott Potter (Crispin Porter + Bogusky)
Executive Integrated Producer: Chad Hopenwasser (Crispin Porter + Bogusky)
Integrated Producer: Sarah Bagwell (Crispin Porter + Bogusky)
Interactive Technical Director: Scott Prindle (Crispin Porter + Bogusky)
Associate Technical Director: Doug Rayburn (Crispin Porter + Bogusky)
Associate Experience Director: Jeff Teicher (Crispin Porter + Bogusky)
Experience Designer: Jaclyn Knapp (Crispin Porter + Bogusky)
Vice President/Group Executive Producer: Pam Scheideler (Crispin Porter + Bogusky)
Vice President/Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Lori Hanchey (Crispin Porter + Bogusky)
Media placement: TV Campaign- 6 Spots - TV - 7 September 2009
Media placement: Radio- 3 Spots - Radio - 7 September 2009
Media placement: Microsites- 2 - http://Www.carrotcrusher.com / http://Www.estradaglasses.com - 8 September 2009
Media placement: Online Banners - Internet - 8 September 2009
Media placement: Live Event - Truthabouttony.com - 20 October 2009
Results and Effectiveness
Traffic to BK.com increased by 16% by end of campaign. Impressions generated 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 on hashtag. 25% incremental increase to general BK buzz. The majority of NASCAR fans interviewed thought BK was in fact the Official QSR sponsor of NASCAR this season. We're not.
Creative Execution
Embrace the stigma behind celebrity endorsements. Have Tony Stewart take a live polygraph test online to see if he really loves the product that he endorses, the WHOPPER. Create excitement, buzz and build awareness for the live online event for two months prior via national television, online banners, and social media. TV component consisted of both :15 & :30 units which allowed the creative to explain the concept while having frequency and continuity. Sweepstakes Banners allowed fans to “Win a Tony Stewart Experience” and drove consumers to BKRacing.com. A Facebook Event page was created to allows fans to engage with the campaign and RSVP to the event. Finally, Tony Stewart took a live polygraph test on October 20 (truthabouttony.com), answered 36 funny, and potentially embarrassing questions. The payoff question, of course, was “Do you love the Whopper”. His answer, “Yes, I love the Whopper” was confirmed accurate by the polygraph.
Insights, Strategy & the Idea
Our goal with the campaign was to remind and reignite consumers’ passion for our marquee product, the Whopper. Historically we know that the BK target audience has a huge passion for NASCAR, so tying in with Tony Stewart seemed like a natural fit. However, consumers have a historical distrust of celebrity “endorsements”. Is s/he really pushing our product because they believe in it, or is the huge endorser paycheck the real reason behind the “love”? How could we debunk this commonly held perception in a unique and impactful way?