Burger King has combined forces with Crispin Porter & Bogusky to create an innovative and controversial campaign. The campaign focuses on a large-scale case study put into place to see what people who have never tasted a hamburger (Whopper Virgins) think of Burger King`s staple burger.
BK visited remote locations in Thailand, Romania, and Greenland, pitting the BK Whopper up against McDonald`s Big Mac to see what these `Whopper Virgins` preferred.
A series of 15 second teaser commercials have been created to drive traffic to the website. Currently the site consists of a large slideshow that explains the stunt, with a counter beneath it counting the time until the study's results are revealed.
The website is a good example of how online media can be used in conjunction with multiple other media in a campaign to maximize the exposure of the campaign and the impact that it has
An article outlining the media execution can be found here
This execution has an impact on the client, burger king, because it is an attempt to show the consumer (as opposed to tell) that they have the best tasting burgers. It also impacts the advertising industry, as it is a creative execution that is different from typical advertising methods. It impacts me as an advertising student because it shows how interactive media can be used in conjunction with other forms of media to maximize the reach of the campaign.
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