Company Case: Pass the Mustard.
Burger Kings target audience is mainly people who do no have the time to cook, students at the college and university level who are living away from home, and people who just do not want to cook. BK uses the internet to communicate with these target groups, well as putting it out there that you can get your food any way you would like at a low reasonable price.
The viral or buzz marketing is an effective strategy because the people who work they are passionate about there work, their products and their services. The website is meant to be funny literally and figuratively because it states “Get your chicken the way you like it”, you can have you chicken the way you would like it (to eat) or you can make the chicken do funny things with the click of a button.
If I were a marketer for Burger Kind I would try to prevent viral marketing from going to far by choosing the right slogans for the product (s) being marketed. The “Coq Roq” was not such a great choice to promote the chicken fries, “Coq Roq” which is pronounced as “cock rock” can have be thought of differently not as what BK intended. This was not appropriate for kids; I would make sure any new marketing campaigns were all age friendly!
Both TV and viral elements work well together, they both state “get your chicken the way you like it”. The web site is not over the top, meanwhile you can get the chicken to dance, roll around, or just about anything.
The pros and cons of BK having a “Made in Canada” campaign would be that this cannot be very expensive and that it cannot be used just any where (cons). The upside to this maybe that Canadians are more likely to buy something when they know it is local (made in Canada ) compared to made in the US.