WCN Transmedia Group recognizing Burger King for taking this innovative step. Transmedia Brandcasting or the Monetization of Streaming Video applauds this example of a retailer shooting beyond the box with this promotion. They should see us however because we can deliver that coupon instantly and moreover with Social Dish and The Customer Advantage provide customers with an added incentive to participate. The Advantage of earing money themselves for taking advantage of the Daily Deal. Should all brands consider Product Placement Advertising and Google Offers, Facebook Deals or the King of the Online Green Stamp Deal as I call it GROUPON.
We predict that companies who want loyalty can get it for themselves by operating and maintaining a presence in quality programming on TV. And if the Brand lends itself to hosting its own channel 24/7 then IPTV is indeed the most cost-effective way to generate a measured ROI that cannot currently be given by satellite or Cable TV. You may get a report from Neilson stating that the show did whatever it did in terms of share. But the ultimate Call to Action is when you can click on anything seen, it drop in a shopping cart and be delivered to your home.
|HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT|
|Burger King Launches Whopper of a Network|
|by David Goetzl, Yesterday, 4:19 PM|
Next time, DirecTV gets in a nasty fight with a network over carriage fees, it might be able to just say: No chance we’re paying that much, our viewers would rather just stare at a Whopper than watch your stuff.This week, Burger King is giving DirecTV the chance to gather data on exactly that, according to ClickZ. The King has taken over its channel 111 to display a juicy, succulent, divine, luscious, heavenly, delectable, tantalizing, exquisite, spectacular, magnetic, hypnotic …
Sorry … back to reality …
That’s it. 24/7. Nothing else, except a rotating patty on a sesame seed bun, with tomato, lettuce, onion, pickles and specks of ketchup peeking out. No commercials (well, maybe one endless one).
The network, Whopper Lust, is a transcendent example of the potential in interactive advertising. Viewers who watch the turning Whopper for five straight minutes can click the remote and have a coupon for a free one mailed to them.
But who would do that? No one stops while playing “Who Wants to be a Millionaire” after one question and $100.
As hard as it may be, the bold can forgo the free Whopper and gamble on winning another. If, they can continue watching for an additional 10 minutes, they win two.
Roll the dice again and watch for another 15 minutes? Three Whoppers are coming your way.
DirecTV’s 19.4 million customers are eligible as Whopper Lust runs for seven days until Monday.
Like any good network, the King is planning new programming. The schedule calls for Chicken Tenders next week and Onion Rings after that. And it has ordered a pilot for the Triple Stacker.
There is one major bummer in the whopper of a network, however. The redeemable coupons won’t be delivered for perhaps up to four weeks. DirecTV is frequently a pacesetter, but how great it would be if BK had gone with Cablevision, which can email coupons ordered up via the remote during an interactive ad. The stunt was created by BK agency Crispin Porter & Bogusky, which is soon losing the account after some breakthrough work. “Whopper Lust” is an example of how much creative agencies are considering media opportunities as they devise campaigns.
As of today, Americans have watched the channel for 570,800 minutes and BK has given away 70,300 Whoppers.
That might get some struggling networks’ juices flowing. Does advertising draw higher ratings?