Burger King Mini - Case Study

1. It seems that the communication objectives of Burger King, especially in reference to its target audience, are to carry products that are fun and creative. They are aiming for their audience to have something fun and enjoyable to do, no matter what a person's age may be. The mantra of Burger King is so the customer can "Have it your way," and this is the perfect way to allow the customer to be creative in their own ordering of their food, while experiencing an enjoyable meal.

2. I believe that although Burger King does tend to focus on the "super fan," it will not prevent other target markets from choosing to purchase their product. It is safe to say however, that they do put an exorbitant amount of time on the "super fan," and it would be a nice change of pace to include other target customers/audiences in their various campaigns. The good news is that a customer not from the "super fan" target market will still be able to enjoy the various humor or other messages that Burger King promotes in its commercials or advertisements, and most people would still be inclined to purchase from them. The only real implications of focusing on the "super fan," exclusively, would be a small drop-off in sales in the area of the "on-the-fence" fast food customer, who is unsure whether they would like to eat at Burger King, or the other various fast food chains around the country.

3. I believe that viral or buzz marketing is very effective for many reasons. Firstly, it does not empty the wallets of the company, itself. Most of these campaigns have simple objectives, are very short and concise, and appear to be very cost-effective. Especially in the present day, most people spend just as much time on their personal computer as they do watching television. As a result, using viral marketing techniques is the smartest route possible because people are more likely to pay attention or connect to a marketing campaign/advertisement while they are on the internet.

Based on content, the subservient chicken Web site is purely genius. It allows the customer to do a large number of things, including printing out chicken masks, making the chicken do whatever you want it to do, and allowing yourself to e-mail your friends and tell them about the website. The

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