Facebook nel marketing non-convenzionale
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Burger King ha lanciato una campagna di marketing per il ritorno dell'Angry Whopper, utilizzando una strategia integrata che includeva Facebook. Un'applicazione chiamata 'Whopper Sacrifice' ha incentivato gli utenti a rimuovere 10 amici in cambio di un coupon per il panino, generando grande attenzione e coinvolgimento. Nonostante il successo virale, l'app 竪 stata bloccata da Facebook per violazione della privacy.
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Facebook nel marketing non-convenzionale
- 1. Burger King / Angry Whopper Marketing Non-Convenzionale su Facebook www.ninjamarketing.it 23.04.2009
- 2. Indice www.ninjamarketing.it 1. La Strategia; Il Panino: Angry Whopper; 3. Lutilizzo di Facebook
- 3. 1. La Strategia www.ninjamarketing.it
- 4. Strategia www.ninjamarketing.it Il Target 18-45 che trascorrono molto tempo su internet; Lagenzia Crispin Porter + Bogusky di Miami La strategia Inizio 5 gennaio 2009 termine previsto 30 marzo 2009 Affissioni Spot Televisivo Mini Sito Applicazione su Facebook (che ha attirato lattenzione dei media on e offline, blog, forum)
- 5. 2. Il Panino Angry Whopper www.ninjamarketing.it
- 6. Il panino Angry Whopper www.ninjamarketing.it Burger King il 5 gennaio 2009 lancia una campagna integrata (on e offline) per il ritorno, in edizione speciale e limitata, dell Angry Whopper. Un nome da far west, indicativo del suo sapore deciso e accattivante: gustosissimo manzo, nuovo formaggio alle spezie, croccante cipolla pastellata e peperoncini jalape単os leggermente piccanti.
- 7. Il panino Angry Whopper www.ninjamarketing.it
- 9. Spot Tv www.ninjamarketing.it http://www.youtube.com/watch?v=Um_hineki0o
- 10. 3. Lutilizzo di Facebook www.ninjamarketing.it
- 11. Applicazione di Facebook: Whopper Sacrifice www.ninjamarketing.it Whopper Sacrifice 竪 unapplicazione creata dal team di Burger King, per promuovere il temporaneo ritorno del Whopper. Una volta installata, invitava gli utenti a rimuovere 10 amici , in cambio di un coupon (spedito per posta) per ottenere gratis un gustoso panino.
- 12. Applicazione di Facebook: Whopper Sacrifice www.ninjamarketing.it
- 13. Applicazione di Facebook: Whopper Sacrifice www.ninjamarketing.it
- 14. Applicazione di Facebook: Whopper Sacrifice www.ninjamarketing.it In pochi giorni lapplicazione ha raccolto molto consenso online (233.906 amici sacrificati), poi dopo 10 giorni 竪 stata bloccata dal team di Facebook (per violazione della privacy). Ecco lemail che il sistema inviava ai sacrificati: Sei stato sacrificato in cambio di uno snack gratis . Mentre sul profilo dei traditori appariva il seguente messaggio: XXXx ha sacrificato yyyyy in cambio di un Whopper gratis .
- 15. Whopper Sacrifice has been sacrificed www.ninjamarketing.it
- 16. Lannuncio di Facebook: Dopo molte discussioni con gli sviluppatori, abbiamo apportato alcune modifiche, per assicurarci del mantenimento della privacy. Incoraggiamo la creativit degli sviluppatori e dei Brand che utilizzano la piattaforma di Facebook, ma dobbiamo anche assicurarci che le applicazioni rispettino la privacy dei nostri utenti. Whopper Sacrifice has been sacrificed www.ninjamarketing.it
- 17. Lapplicazione ha agevolato la violazione della privacy attraverso la notifica inviata alle persone rimosse dagli amici. Abbiamo raggiunto un accordo con gli sviluppatori, e nel frattempo stiamo adottando le misure necessarie affinch辿 la fiducia che gli utenti hanno riposto in noi, venga mantenuta. Whopper Sacrifice has been sacrificed www.ninjamarketing.it
- 18. Petizione per riabilitare il Whopper Sacrifice www.ninjamarketing.it
- 20. Conclusioni www.ninjamarketing.it Vantaggi Esposizione virale del messaggio (anche extra Facebook). Successo della campagna online ottenuto con bassi investimenti; 82.000 utenti (in soli 10 giorni) hanno rimosso almeno un amico. 4 .500 utenti hanno completato la procedura Free Media Impressions: 35 milioni.
- 21. www.ninjamarketing.it www.ninjamarketing.it Mirko Pallera [email_address]