Burger King uses the concept of play to promote a product

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I don’t know about you but I found the above online banner ad to be more enticing than just a “click here.” I sat for some time just drawing on the poor dude’s face.

One of the more popular strategies used in the online advertising industry so far has been this idea of play and gaming incorporated into the ad. A major difference between online ads and ads in other media like television is this fundamental idea that you can’t play with a TV ad for 5 minutes. This is exactly the idea that Burger King is capitalizing on. Matt Griswold, the VP of Stragegy at Soap Creative wrote an online article about how play marketing is all the rage. He says, “In 2010, and the years to follow, the burden of success will have less to do with simply getting noticed and everything to do with driving participation.” http://www.cmo.com/gaming/play-marketing-how-principles-gaming-are-changing-conversation In this Burger King ad it is all about participation of the consumer. He also says that consumers expect a joystick so to speak. This ad allows the consumer to use the mouse as a sort of joystick.

As I mentioned in a previous blog post the more interactive a banner ad is, the more successful it is in relaying its message. Gaming is essentially interactive. It was said by Chris Crawford, a computer game developer, in his book that people are innately animal and that we play in order to learn. (http://www.mpendolino.com/interactive/in-tool.html) In this Burger King ad the consumer is being educated about the brand of Burger King. The brand name will not so easily be forgotten as if it was just a traditional or static jpeg or gif image.

Dynamic Logic is a leader in research measuring marketing effectivness of online advertising. They found that rich media like the ad used by Burger King is more effective at brand recognition than standard gif campaigns.The study was based on ads that appeared on major sites like ESPN.com, NYTimes.com and MSN.com, for advertisers such as Citibank, Miller Brewing Co., Kimberly-Clark and Proctor & Gamble. They found that those consumers who were exposed to rich media were able to match brand with product 44% of the time compared to 21% (those exposed to traditional ads). (http://www.mediapost.com/publications/article/7721/rich-media-lifts-brand-metric.html)

Burger King has the right idea with this banner ad with incorporating the rich media and gaming aspects to leave the consumer  with brand recognition.

This entry was written by tonidibona and published on February 22, 2012 at 3:16 pm. It’s filed under Online advertisements and tagged , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

3 thoughts on “Burger King uses the concept of play to promote a product

  1. Diana Riker on said:

    Wow. I have to say playing with this advertisement was fun. It’s interesting how fast food chains have promoted themselves by making their convenience appear trendy as if these restaurants are the places to visit at one in the morning. The advertisements make them seem fun and happening. I think that this is especially prominent in Taco Bell’s fourth meal campaign. They make you forget how unhealthy it is to be eating their food, especially at such a late hour. I think, and this advertisement supports this assumption, that these late night campaigns specifically target younger people in the teen to 25 range since they are the ones who are usually up late.

  2. Thanks for your comment Diana. I never thought about how fast food chains try to promote unhealthy food by making it seem hip- especially for the young adult crowd. Interesting thoughts.

  3. kelpeterson on said:

    It’s interesting how participation-ads are taking over. I’ll admit to not clicking on the ad and playing with it, mostly because I never click on ads and have this odd notion that the ones that appear to be the most fun are the most likely to contain scams/viruses. (I could just be more paranoid than most about this, though I wonder if there are any studies out there about the ad-phobic weirdos like me. ^^)

    The only tiny suggestion I would make is that you hyperlink parts of your sentences to the sites you’re citing instead of pasting the whole link into the paragraph. It breaks up the flow a little.

    Otherwise, great work! Perhaps I shall even click on an ad one of these days. 🙂

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