In our social media age, Successful brands understand the importance of creatively seizing the moment. Brands that are able to do this effectively not only gain favorable visibility and impressions,but they create a platform to connect with their customers/patrons on a deeper level.
Burger King did that this week, when it proactively jumped on the #pieceofburger hashtag that was associated with a news story that went viral.
The story ( featured below) features the interview of an eye witness of a crash that involved a police offer. During the interview, the witness mention that he was going to Burger King to get ” a piece of burger”.
Must-see eyewitness descriptionSHARE THIS GREAT UPDATE!: Police Officer injured in crash could be released from the hospital today.We now have a better idea exactly how the wreck happened thanks to a MUST-SEE description from a person who claims to have witnessed the whole thing>http://shout.lt/5zC7Read more about the new Internet sensation>>http://bit.ly/1KuvBl7
Posted by WLBT 3 On Your Side on Wednesday, June 10, 2015
Burger King saw a promotional opportunity ( an another potenital viral opportunity) and posted the following once they got wind of the story):
The post has received over 18,000 likes and even more viewership.
There are a few things that I like about Burger King’s strategic response to this opportunity:
1) It made the brand appear relatable
In this age of social media, people are looking for content that they can engage with that is interesting and humorous. This post served that purpose.
2) It encouraged sales
I read several comments where people wrote that they wanted burger king for lunch today. The incident caused people to think about the brand and ultimately want to patronize the brand.
3) The picture
Though the instagram post features ” a piece” of the burger, it is still shot in an appetizing and appealing way that makes the burger appear enticing.
4) It made people talk about the brand
That in itself is more valuable then any print,radio or television ad!