And the winner is…. Burger King!
No, it’s not the Academy Awards. It’s the Effies, which, if you’re in the advertising and marketing world, you already know is a big deal. The point of the Effie Awards? To honor marketing communications ideas that work.
So, the 2009 Grand prize was awarded last night to Burger King and Crispin Porter + Bogusky for the “Whopper Freakout” campaign.
The Grand Whopper Freakout campaign removed the Whopper from Burger King's menu and won the 2009 Grand Effie last night.
Here’s a summary of the campaign (go to the Effie Awards page for more details):
First, Burger King removed the Whopper from the menu without letting their customers know. Then, in phase two of the campaign, customers were given competitors’ burgers instead of the Whopper. Finally, Burger King TV ads to drove traffic to Whopperfreakout.com, where you can view an eight-minute documentary on the experiment (and, of course, you can upload it — see below). This part, of course is key, because the very entertaining and funny video focuses on the reactions of people who are being deprived of their beloved Whoppers. The result of the campaign was that Whopper quarterly sales increased by double-digits.
Double digit sales increase on the whopper? It just goes to show you that innovation and showing the value of your product or service can go a long way in your marketing campaign.
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