Burger King

Client: Burger King
Campaign: “Friends of the King”
Concept & Copy: Steve Raccagni

In 2007, Advo wanted to present Burger King with a concept that might broaden their understanding of both the capabilities of shared mail and the role that Advo could play as a strategic marketing partner. Initially, I was asked to create an automotive window decal which would provide the driver with free coffee to drive increased breakfast traffic. I suggested making the decal less offer-specific and more of a badge of belonging. The free coffee would be the initial pull but would not be referenced on the decal itself, leaving open the possibility of changing the giveaway in the future. Second, I felt that by leveraging the edgy, lifestyle-driven “King” character we could create an much larger program where recipients could register their FOTK badges online for additional benefits, from free food and Friends of the King swag to music downloads and live “Friends Only” performances by touring artists. This would provide the consumer (especially their core demographic of males 18 - 34) with an increased sense of connection to Burger King and would provide Burger King with an effective data collection and customer retention vehicle that could be used for anything from targeted product launches to localized inventory management.

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