Ian Lurie // Dec 23 2008
Chris Abraham over at Marketing Conversations wrote an thoughtful critique of Burger King’s new Whopper Virgins campaign.
I appreciate Chris’s opinion: The video is at times jingoistic and, frankly, a little embarrassing if you’re an American. Burger King went out of their way to find people in local clothing minutes from major urban centers in Europe. How exactly did they do that? Much of the video is just more ugly Americans pointing and giggling at the rest of the world.
I also see Burger King’s thinking: This is a great viral piece. The effort alone – flying a broiler all around the world to cook burgers, for gosh sakes – is worthy of a documentary.
So, is the Whopper Virgins campaign ‘good’ marketing? Marketing should:
I don’t think this video deserves the controversy it’s generated. You could interpret it as offensive. But would you consider it as offensive if the video had been done by National Geographic? Probably not.
But it’s not good marketing, either. It’s an art project: A huge investment of dollars in something that probably won’t pay off, in spite of the kerfuffle right now.
How many burgers do you have to sell to pay for that rental helicopter, I wonder?
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More