Social Media and the Burger King Brand

Topics: Operations Organizational Structure

This burger is so long it won't fit on social media channels | Burger King

Andrew Schneller T'06, John Marshall T'92
Length: 27 pages
Publication date: 2007
Case#: 6-0025

With profits decreasing and franchisees unhappy, Burger King needed to take dramatic action and redefine how it was perceived by customers. Instead of traditional advertising, the company created Burger King-related content intended to entertain consumers, give the brand social currency, and create a sense of mystery. The firm chose inexpensive, non-traditional media channels such as internet micro-sites and social networking sites to reach target consumers.

This case study examines how the use of digital communication, media channels, and Web 2.0 have changed the way firms can build their brands.