I absolutely loved this interview in Wednesday's Wall Street Journal called Burger King Cooks Up Xbox Strategy which really at first looks like another in-game advertiser interview, but really it was a breath of fresh air. The article is a real in-depth interview with Burger King's CMO Russ Klein. Mr. Klein is smart enough to realize that advertising to gamers is a great idea, embraces new media strategies, cut his spending on TV, magazine, and print, and focuses on his target segment of young males.
Heck, Burger King was involved in consumer generated content where one mini film featured a woman doing a fake striptease. Instead of worrying about political fallout or backlash, Mr. Klein embraces the Burger King brand and realizes it is edgy and geared toward their demo. After all, what would sell more burgers to (normal) young men - a women doing a fake striptease, a clown, or a cute red head, freckled girl in pony-tails (I wrote normal)?
Cutting back offline spending in favor of new media, embracing the good and the bad of CGC, and consistently focusing on your target market are all lessons marketers should take note on. How many of you out there really get to know your customer? Sure they are using a freaky big headed King to promote burgers, but they really have a handle on the mysterious puzzle called marketing. Long live the marketing King - now pass me an Egg McMuffin (the only fast food I've eaten at any of these chains in 5 years).
PardonMyFrench,
Eric
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