TONY STEWART EXPERIENCE by Wunderman Chicago for Burger King

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TONY STEWART EXPERIENCE

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Industry Fast food
Media Promo & PR
Market United States
Agency Wunderman Chicago
Associate Creative Director Eric Ravenstein
Creative Director Alyssa Griesch
Copywriter Rc Jones
Account Supervisor Tracy Varga, Lisa Kackos, Jennifer Poynton
Released July 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: BURGER KING
Product/Service: FAST FOOD
Agency: WUNDERMAN
Date of First Appearance: Jul 9 2009 12:00AM
Entrant Company: WUNDERMAN, Chicago, USA
Senior Vice President / Group Account Director: Keith Kizziah (Wunderman)
Senior Vice President / Group Creative Director: Jim Eby (Wunderman)
Account Supervisor: Tracy Varga (Wunderman)
Creative Director: Alyssa Griesch (Wunderman)
Account Supervisor: Lisa Kackos (Wunderman)
Senior Account Director: Michael Hindman (Wunderman)
Account Director: Michelle Pieroni (Wunderman)
Account Supervisor: Jennifer Poynton (Wunderman)
Production Supervisor: Mat Krawczyk (Wunderman)
Associate Creative Director: Eric Ravenstein (Wunderman)
Senior Product Artist/Project Manager: Cameron Denemark (Wunderman)
Senior Product Artist/Project Manager: Al Goulding (Wunderman)
Project Manager: Erin Tuetken (Wunderman)
Senior Production Manager: Carl Bata (Wunderman)
Copywriter: RC Jones (Wunderman)
Executive Creative Director, Principal: Scott Yanzy (Wunderman)
Director Promotion Management: Elaine Toscano (Wunderman)
Account Director: Michelle Roache (Wunderman)
Vice President Interactive & Strategic Planning: Lisa Diehlmann (Wunderman)
Senior Project Manager: Casey Hess (Wunderman)
Media placement: Online Website - BKRacing.com - 7/3/2009
Media placement: Print - Nascar Scene, USAToday - 7/6/2009
Media placement: Online Banners - Nascar.com, Y! Nascar - 7/13/2009
Media placement: Merchandising/Packaging - Burger King Restaurants - 9/7/2009

Describe the objective of the promotion.
Burger King wanted a promotion that would capture the attention of the SuperFans, build brand loyalty among NASCAR fans, and increase average spending, all while staying true to the BK brand attitude.

Describe how the promotion developed from concept to implementation
BK’s strategy was to fully leverage their sponsorship of Tony Stewart and to build consumer awareness of the partnership. BK utilised as many consumer touchpoints as possible to create this awareness. Promotional tactics were implemented in the media, at-track and in-restaurant for a Tony Stewart/BK immersion. Tactics included an on-air sponsorship announcement, BK car paint scheme and team uniforms, ads in USA Today and NASCAR Scene and banners on NASCAR sites. The biggest push was behind a Tony Stewart promotion in BK restaurants including Stewart branded merchandising, packaging, and an online sweepstakes/instant win game tied to Value Meal purchase.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion caught the attention of SuperFans and NASCAR fans! 1) WHOPPER sales during promotional window up 15% in Company-owned stores 2) 1.35B merchandising and packaging impressions, valued at $6.7M; 3) 531,860 games played and 316,750 unique registrants for the online sweeps which was 3x higher than the average number of weekly registrants of a comparable promotion; 4) 20% of registrants opted-in for future BK communications; 5) BK’s sponsorship announcement garnered over 3.2M unpaid media impressions; 5) Record setting sales of BK Diecast cars sold on QVC, 5,500 in first 2 hours; 6) Stewart/BK Win ads captured over 3.6M impressions.

Explain why the method of promotion was most relevant to the product or service
The promotion was relevant because the composition of NASCAR fans overlapped with the BK SuperFan target. NASCAR provided BK another opportunity to connect with their consumers. Also, Tony Stewart was known for his irreverent attitude which fits with the BK voice. Finally, by bringing Tony Stewart into restaurants across the country, BK made Tony Stewart accessible to NASCAR fans that may never visit a racetrack. BK POP featured Tony and Cups and Frypods included codes for an online sweepstakes/game. The prizes included a “Tony Stewart Experience” trip. Packaging codes incentivised Value Meal purchase and upsising.