It is time for Super Bowl 2019! Meanwhile, it is high time for marketers to generate dollars and boost sales. So does Burger King!

After the 12-year absence, Burger King comes up with a campaign called ” Mysterious Campaign”. In this campaign, Burger King cooperates with Doordash, which is a food-delivery app, to order free delivery until the day after the end of Super Bowl. Also, they let customers order “Mystery Box” and hold until the last day of the Super Bowl. And the Mystery Box will arrive with instructions to follow as Burger King prepares to air a 45-second commercial during the Super Bowl.​

When I first learned this idea, I was surprised that what a wise campaign that Burger King came up with. First, the partnership between Burger King and Doordash leads to the result that one plus one. During the Super Bowl, the most convenient way for the fans of the game is enjoying delivery at home. Burger King takes advantage of Doordash’ downloads. Free delivery lets users take Burger King as their first choice rather than consider McDonald, which is the biggest competitor for Burger King in the first place so that they could save money. Also, the partnership benefits Doordash by supporting it to compete with its competitors such as Uber Eats.

Second, the content of this campaign triggers consumers’ curious and calls their direct actions. The mysterious activation just increases my engagement beyond the normal buzz of a Super Bowl ad. And I believe that there will be a large amount people want to participate into action. However, I miss the chance to order a “Mystery Box”. What a pity! I’m curious about what’s inside.

Third, the character in the 45-second commercial really links me directly to the brand- Burger King! As we can see in the video commercial, a cartoon character wearing regalia and a crown with Burger King’s logo. The classical king figure matches with the brand perfectly. Also, Burger King has already used this character in its funny commercials. That will give customers a continuous feeling about the brand.

However, while watching the 45-second commercial, I was confused about what this man is doing? Maybe he is waiting for his Burger King? This is a pull-in commercial since it did not introduce the product and tried to convey some messages to me. By keeping track of this campaign, I know that Burger King wants its consumers to eat like Andy. To be honest, it is a good idea but a horrible video commercial.

Burger King has related content on its social media platforms such as Twitter, Instagram, and Youtube with the 45- second commercial. Over 175 thousand reviews are shared on Youtube, more than 34 thousand likes on Instagram and only a thousand forwardings on Twitter. Although the video is hard understanding, customers may share this content to join in this topic. Also, order Burger King included “Mystery Box”.

In a word, the “Mysterious Campaign” is creative, interesting and wise, but a little confusing. Did you order “Mystery Box” on Doordash? Did you find out what’s in it? And did you engage in its commercial? Share your comments on Burger King’s campaign and leave a message!

Welcome to my blog- Fengyu’s Home!

When I was in primary school, my elder sister and brother had their blogs. But, I was too young to get one. With time going by, people share their thoughts and lives on we-chat, which is another fashion social platform in China. So, I did not have a chance to get my own blog. Although this is a place to finish one of my course’s homework, I hope I could run this blog all the time.

As I introduce in ‘About me’ part, I am on my way to get my master degree in New York University, majoring in Integrated Marketing. In the next few months, my blog will focus on digital marketing. I’m looking forward to receiving comments, idea and other things that you like to share with me. Besides, I will also write something that I interest in.

I’m very glad that you are one of my readers! And thank you so much for taking time reading my words!

Welcome to my blog again!!! I hope you enjoy your time here!