Burger King Corporation does it again! This time, it is Burger King India that launches a video for Valentine's Day, telling people that the loneliest person on this planet is none other than the clown of McDonald's - Ronald McDonald.
The video then encourages people to take a selfie with Ronald, upload it by tagging Burger King India and then come to a #BurgerKing outlet to get a free #whopper.
Usually, I am not a big fan of comparative or competitive #advertising as you tend to contribute to the other brand's salience without them spending any money.
However, in this case it works because:
1. It is not new for Burger King to troll McDonald's. They have been doing it across their markets for quite some time now. It is part of their style that resonates with its audience.
2. The campaign gets lot of earned media and social media currency to the brand by people posting pictures and tagging Burger King handle.
3. To get a free whopper, people would visit a Burger King cafe. Usually, they wouldn't go alone or would not just eat a Whopper. So in both scenarios, this helps in increasing the footfalls as well as the sales of the cafes, which is what every piece of advertising is supposed to do.
