3

TABLE OF

CRAPOLA

19 THE BIG IDEA - CYBER STATUS: WEBSITE POSITION - PLAN OF ATTACK: AD PLAN - WHY IT WILL WORK:

27 WHAT WE’LL DO - KICK IT WITH THE KING - HAVE YOURSELF YOUR WAY - KINGDOM CURRENCY - ALL HAIL THE KING - NOT GOOD ENOUGH

7 WHO WE ARE - PEEP HOLE: EXECUTIVE SUMMARY - SUPERFANS WELCOME: SITUATION ANALYSIS - SWOT - WHATS GOING DOWN: BRAND EVALUATION - THE HOT MESS: PROBLEM - SHOW ME: COMPETITION -

13 WHO WE LOVE - HOUSE GUEST: TARGET DEMOGRAPHIC - THE TROJAN HORSE: STRATEGY

5

TAKE A PEEK THROUGH THE

Burger King appeals to all people, but especially to the Superfan. BK has successfully connected with this target through TV, radio, and non-traditional methods...

The new site will transform BK.com into The King’s world.

This game-like atmosphere will provide users opportunities

to move up in status, gain favor with the King, and earn

free stuff at BK. The site and store will cooperate to in-

crease brand equity and sales simultaneously. The BK site

will be a daily internet destination for Superfans.

BK.com’s main objective must be to give the Superfan a site that will make them want to come back time and time again.

Everybody is going to want to “Kick it with the King.”

It should be unpredictable and always changing—surprises around every corner.

PEEP HOLE[

But the problem is that these Superfans live in a digital world now where the internet is king. They need to be entertained and connected to friends.

* * *

6

WHO WE

ARE

8

They are only 18% of total customers, but they generate

around half of the profits for BK. CP+B’s ad campaign in-

troduced the character of The King and has continued to

be extremely successful due to viral internet campaigns,

witty TV spots, and intriguing non-traditional media. In

contrast, BK.com has remained traditional, corporate and

bland.

In 1954, James Mclamore and David Edgerton introduced

the first BK in Miami Florida. Just three short years after

opening, America’s new burger, the Whopper, was born and

quickly grew in fame becoming a rock star among burgers.

In 1974, BK introduced the “Have It Your Way” campaign.

The campaign embodied the extreme customization of the

WHOPPER which can be ordered 221,184 diifferent ways.

In 2004, ad agency Crispin Porter + Bogusky got up-

close and personal with their consumers and pinpointed

BK’s most valued customer, the Superfan.

The Superfans are the heartof BK’s sales and success.

GONE DOWN WHAT’S

BK.com is a top 5,000 website and has average 410.6K

visits per month since March 2008. Even so, BK.com

falls short of the success of the current advertising cam-

paign. It appeals to investors, potential employees, nutri-

tion fact finders, but not the Superfan.

Popular microsites with unique names such as sethcome-

dy.com, simpsonizeme.com, and subservientchicken.com

have no link and little relation to BK.com. The BK.com site

needs to be the flagship for its online presence.

Why would I visita restaurant website?

- Daniel Carper (Superfan)

BK

H

IST

OR

Y

IN THE NEIGHBORHOOD

[,,,,

(

9

Burger King is your cool uncle. You know the guy, he’s your

Mom’s youngest brother, and she can’t help but to get a little

nervous anytime he’s around. While everyone else gives you the

facts of life all covered in sugar and roses,

You love it. You want the hot girlfriends he brings to family get-

togethers. You wish his college streaking stories were yours,

you can’t resist his “so-what” attitude, and love the way he

drives your Mom crazy.

No one else in your family is like him, and no other competitor in

the fast food market is like Burger King. Using this irreverent ap-

proach and breaking through the conservative mold of fast food

marketing has helped Burger King brand itself as the cool uncle

among the family of fast food restaurants.

I AM

He’s the one who waits until no one else is listening and then gives it to you straight.

That’s just the way it is, so count on it like an abacus.

WHO I AM

[*

10

BK brand equity•Entertaining Flash properties•Easily accessible BK information•The King and other well-known characters•BK Promotions•

A corporate website with little interactive or •entertaining elementsDoes not correspond with current advertising•Not consistent with the BK voice•Does not connect with the consumer•No links to microsites•

CHECK OUT THESE GUNS

THIS STUFF IS WEAK SAUCE

S

W

SWOT

11

Platform for intimate interaction with other indulgers•Means to attract potential customers without use of con-•ventional advertisingLeaving an impressive footprint on the widespread world of •interactive online gaming and social networkingTransform the consumer’s negative perception of the “res-•taurant website” into a positive and attractive perception

Other restaurants’ promotions that will cause •a loss for BK; e.g., McDonald’s Monopoly Current time-consuming popular websites; •e.g., Youtube, Digg, Second life, Facebook, MySpace, HuluNew technology that may make the future •BK.com obsolete and irrelevant

THAT’S WHAT SHE SAID

OH CRAP . . .

O

T

LOVESUS

WHO

14

The Indulger spends around four hours per day on the

Internet. They need to get their to-do list done, but their main

purpose is to gain social currency by visiting entertainment

and social networking sites, which they love and indulgently

visit several times a day. The Indulger is addicted to being

The Indulger is the Digital Superfan. Not only are their eating

habits indulgent, but they crave online social entertainment.

They are heavy users of fast food and are typically 18 to

35-year-old males who gobble fast food at the devil-may-

care rate of 9 to 16 times a month.

Indulgers represent 18% of the total customer base, and

make up 50% of Burger King’s profits. They eat out 64%

of the time and because of a tight budget, they eat cheap.

These Indulgers are so busy; they don’t have time for three

square meals a day.1

Time, ultimately, is of greaterimportance than nutrition.

HOUSE GUESTTHE

connected to the world. When they are on the Internet,

they want a steady stream of interconnectivity and en-

tertainment. Just like their food, they want to spend their

time their way. When they visit BK.com, they want it their

way too . . . and right now, it isn’t.

The Indulger has the same motivating drive that keeps

the gangstas rollin’ and the players playin’: they want to

be cool. They have confidence and strive for acceptance.

They want to be wanted.

THE HOUSE HAS W IRELESS , R IGHT?

TH

E IN

DU

LG

ER

[(

1

2

I’m totallyaddicted to facebook.

- Aaron Stout

,,,,Their indulgent social and entertainment habits compel

them to discover new and fun websites so they can be

the conduits of social and entertainment knowledge for

their network of friends. The more connected they are,

the more wanted they feel.

15

What are the Indulgers doing when they are not at BK? Indulg-ing in the media, of course. They watch Family Guy, Simpsons, South Park, It’s Always Sunny in Philadelphia, on programs such as G4, Adult Swim, Comedy Central, MTV2, and FX. They love video games and over 62% of the Indulgers are gamers.

Time is precious to them and they are constantly on-the-go, even if they have nothing to do. In order to always stay in the loop, they will always have their cell phone or laptop handy. Like their food, they want everything fast.

Indulgers aren’t rolling in the money, but that sure doesn’t stop them from eating what they want. With BK, they can get full at a low price, and they can be entertained on the net for hours for even less.

Every bit of their money will be spent if they have some-thing worth buying. When deciding what products to buy, price is always a factor. Getting a better price is cited as the primary factor when making a purchase decision as said by 60.5% of the respondents.

GLUED TO THE TUBE

MO

NEY

LO

WD

OW

N[

Whether the pressure comes from the creditor or their friends, they find a way to pay.

$3

165. http://blog.nielsen.com/nielsenwire/online_mobile/how-young-male-consumers-get-their-media/

4. http://www.impactlab.com/2006/09/20/college-students-spend-more-computer-time-than-tv-time

Parties will end and restaurants will close, but

the internet is open always. Marketers can reach

these young adult consumers 24/7 by having a

presence online.

Among college students, males are more likely

than females to be participate in heavy internet

usage. They love their net and spend more than

20 hours online per week.

In general, men 18-34 view more web pages

each month than women their same age (2,353

vs. 2,305 in August 2008). These men also view

63% more individual video streams than women

their age (1.4 million vs. 893,000 streams in

August 2008). They prefer short-form videos on

consumer-generated media sites.

TH

E P

LA

YG

RO

UN

D

[

1. Burger King of Cool? USA Today By Bruce Horovitz 2/17/2007

2. Quick Service Restaurants- US June 2008 Mintel Report

3. http://www.harrisinteractive.com/news/allnewsbydate.asp?NewsID=480

4

5

17

The leader in the industry is McDonalds, and they have a

stronghold on fast food restaurants and online presence. Cur-

rently BK.com is third among daily unique visitors trailing Mc-

Donalds.com and Wendys.com. But this is a technicality that we

will eliminate.

CAN RONNIE

BK needs a website that will tie Ronald Mcdonald’s hair into red pigtails and kick his butt to the curb.

COME OUT[

*

They love us so much, they want to imitate us

and be like us. Competitors include Jack in the

Box and Sonic Drive-in.

The biggest competition franchises up against BK

are McDonalds, Wendy’s and Carl’s Jr. Other

competitors include Jack in the Box and Sonic

Drive-in.

AND PLAY?

THE BIG

IDEA

20

Research Summary

Primary Research done with

The target:15 videotaped in-depth interviews

In order to understand what would motivate the Indulger to

log onto BK.com and visit the restaurant more frequently, our

agency conducted 15 in-depth interviews. The results gave

us crucial information that eventually brought us to our big

idea.

Extensive secondary research was conducted by analyzing

Mintel reports, current articles, and web analytics. Motivation,

media habit, and target information was discovered through

this research.

TROJANR

ES

EA

RC

H

[HORSE

THE

To understand the target market’s current perceptions

of BK.com, the Burger King restaurants, and the major

competitor, we used 3 different cartoon bubble drawings

and asked respondents to fill in what they believed the

person in the cartoon was thinking. Cartoons were given

to 200 subjects within the target’s age demographic. The

information received from these bubble drawings was

critical.

200 BUBBLE CARTOONS

...

21

KEY INS IGHTS

Woman: Remember when Whoppers were huge and .99 cents?

Man: I remember. At least they still give away the crowns.

Woman: At least it’s better than McDonalds.

Man: Do you think if I go in The King will put money in my pocket?

Woman: I wonder if they have low-fat dressing for their salads.

Man: Damn, I wish I could still fit in the play place.

[

Man: Why the hell am I on a fast food restaurant’s web site? I only visit three websites, and this one is not one of them.

Man: Where’s The King?

Man: Is there anything here that I could show my friends?

Man: Where are the coupons and games?

[

Out of the 15 in-depth interviews, none of them said

they have visited BK.com prior to the interview. Why

would they visit a restaurant web site? BK.com lacks

their primary motivating factors, free food, interactive

social networking, and exciting new entertainment. They

value money, time, and social currency to benefit their

confidence. Having these factors would be the catalyst

for visiting a restaurant website.

I am addicted to the internet.

- Jimmy Mclaughlin

,,,,

If the website was like that, I would definitely go.

- Daniel Carper

,,,,

I am not afraid to admit that I am a nerd.

I love video games.- Jordan Pacific

,,,,

Come on, now, enough talkin’ the talk. Will it walk?

22

If BK was to do the same thing with its website, it would be perfect...

Burger King’s innovation to capture a video game market

was revolutionary. During January 2008, World of Warcraft

surpassed 10 million accounts. Second Life has 15 million

registered accounts and has 38,000 residents logged in

at any moment. Grand Theft Auto IV sold 3.6 million copies

In 2006, Burger King got its Superfans to fork over an ex-

tra $3.99 for a BK Xbox game. They sold over 3.2 million

games during the holiday season. Most importantly, BK had

a 40 percent profit increase in the fourth quarter of 2006.

This was not a cheap trick to get the Superfan to buy more

Whoppers. These games delivered satisfaction and sent

a message that Burger King is the most in-tune fast food

restaurant with the Superfan. For many, BK became their

favorite fast food restaurant,

And to some, Burger King became their best friend.

IT WILL WORKWHY

the first day of release. Each of these games have given

players an interactive world that enables them to create

entertainment and content for themselves and others.

Giving gamers a world where they can play, socialize,

create, and shape their environment is the next big move

for Burger King to take.

EV

IDE

NC

E

[The idea of the new BK.com website is to transform an

average burger restaurant page into an interactive social

networking game that connects BK Indulgers with their

friends and the restaurant simultaneously. Upon visiting

the new BK site, Indulgers enter the house of the mysteri-

ous King and his celebrity crew. The beauty of this new

world is to allow Indulgers to dive into the Kings space.

He is a man of mystery and luxury that Indulgers want

to become a part of while still being able to interact with

their friends and earn free stuff.

23

BK.com will continue the irreverent “cool Uncle”

tone and become the best way to connect Burger

King to its customers by reinforcing the current

ad campaigns and providing a source for social

entertainment. It will compel BK’s customers to not

only return to the website but also the restaurant

time and time again.

CYBER

This sucks! Where’s The King?- indulger

STATUS[ Burger King’s current website is boring, informational

and corporate. It’s a turnoff to the customers. The

innocent tone BK.com carries does not correspond

to the current mainstream ad campaigns and offers

little incentive for customers to visit either the website. ,, ,,

WHAT WE’LL

DO

27

The entire objective of the plan we’ve created is to drive The Indulger to the restaurant and

increase sales at Burger King. Bottom line, this is going to increase profits for the Burger

King Corporation.

Using an intensely interactive and addicting online experience, the website will drive The

Indulger to the restaurant, and the restaurant will drive The Indulger back to the website in

a game where the users online social and economic standing improves as they eat more

whoppers.

This website is the BK executives order for King sized profits, with extra cabbage.

OBJECTIVEWEBSITE

28

Being of royal lineage and all, the King needs a

home fitting to his status. He’s had enough of

these taupe colors and relaxed surroundings, he’s

ready for a home that’s as crazy and fun as he

his. Because of this newfound need for a fitting

fortress, he’s in the market.

Once he finds his new home, his next step is find-

ing roomies. And the King’s allowing anyone to

become residents of the mansion. Your bedroom

starts out bare, your avatar starts out as a no-

body, and you have no currency on your avatar’s

credit card. The only way to go is up, and that’s

the point of the game. Everyone can earn cur-

rency, upgrade their possessions, and develop

a personality. If you play long enough, you might

even earn some free food to BK restaurants.

THE KINGKICK IT WITH

EV

IDE

NC

E

[

We understand games aren’t for everyone. If you want nutritional

information, store locations, or other standard BK information, click on the constant side map bar. Each option

will take you to the room in the house where the corresponding information is located without having to explore

the house. Although BK’s site is now a game, the game is still the BK site.

The home page gives you an aerial view of The Kings new home. Scroll over the house and you’ll receive a welcome to come on in.

29

The pre-launch, traditional media mix will include internet, outdoor, and television advertisements. Internet and billboard advertisements will be used primarily to inform and to get the date out. If they’re used effectively, everyone in the country will know something big is happening on July 1st. Television ads will serve as a window into The King’s quest for a suitable pad. After the public sees him fly in on a helicopter, take one look at a home comparable to the Play-boy Mansion, shake his head in disgust and turn right back around, buzz will build as to what The King is actually looking for.

The last time we’ll be using traditional media will be on June 30th, the day before the launch. After that, more promotions will be done non-traditionally, through actual media attention, television shows, and guest appearances just like those done by Hollywood stars promoting their summer Blockbusters.

The King is an A-List celebrity, and anytime an A-Lister goes house

shopping, it’s a pretty big deal. The media would be ALL OVER the

place if Brangelina were unpacking home furnishings from a fleet of

moving vans into their new residence. And that’s the idea: Create

such a buzz that when the King moves in, a media frenzy ensues,

streets are forced to close down, paparazzi start climbing trees, and

riots break out amongst common people trying to catch a glimpse

of The King.

ALL HAILTHE KING

ATTENTION,

KICKITWITHTHEKING.COM (TV/MOVIE THEATER—TEASER)

:15 “Real Estate Agent”

SCENE OPENS WITH THE KING AND HIS REALTOR FLYING IN A HELICOP-TER. THEY’RE IN THE SEARCH FOR THE KING’S NEW PAD.

REALTOR: I’m really excited about this. I’m not gonna’ lie, I think it’s the one.

REALTOR POINTS OUTSIDE THE HELICOPTER DOOR TO A HOUSE BELOW. CAMERA REVEALS A BIRDS-EYE VIEW OF AN ENORMOUS MANSION: LARGE LOT. EXTRAVA-GANT POOL. THE WORKS.

REALTOR: Okay, we’re talkin’ 2 acres, intricate Renaissance architecture, backyard buddies with The Shaqster, it’s even got a few of those loopty-loop slides you requested. What do you think?

THE KING AWKWARDLY TURNS TOWARDS THE REALTOR, SHAKES HIS HEAD WITH DISAPPROVAL AND MOTIONS IN AN IMPERIAL MANNER TO MOVE ON.

VO: The King’s in the market for a new pad. Where will his search take him?

30

The King is royalty, and that’s that. Nothing is too good for him. And a lot is not good enough. Adver-tising prior to the website launch will be focused on capturing the attention of America and have them dying to know, “What home will be good enough for The King?”

Examples of pre-launch, non-traditional media will include such things as widely distributed magnets, to stick on “For Sale” signs across the country, with the face of The King and the words “Not Good Enough”. Also, various “House Wanted” ads will be placed in the classifieds of major newspapers nationwide.

SEARCHBEGINS

THE

The website launches July 1st, the day the King

moves into his crib. House shopping isn’t anything

that happens overnight, and we’re trying to keep this

experience as real as it possibly can. Our promotion

will start in March since finding the perfect house will

take some time.

Between the months of June and July, we’ll be using a combination of both traditional and non-traditional media to spark attention, create curiosity, and inform people of the day the King moves in and how they can be a part of it. The entire objective of all advertis-ing prior to July 1st is to get the paparazzi in the trees and the riots on the streets when the King’s army of moving trucks pulls into his driveway.

31

HAVE

YOURSELF[ Start out by building your avatar however you would like.

Next, give yourself a personality. This’ll be something you

work for. A permanent fixture on the website will be your

personality meter. If you push someone off their Segway

as they ride past you, expect your personality meter to

move towards Jerk Face.

YOUR WAY

Welcome to the King’s new home!

There’s plenty of exploring, pranking, and befriending to be done

here… so much that you might just want to deck out your own room

and stay awhile! Have fun! (and try not to get into too much trouble.)

USER NAMEPASSWORD

CREATE AN AVATAR

SNOOP ANONYMOUSLY

ALREADY A REGULAR?LOG IN HERE

NEW TO THE SITE?

Welcome to the King’s new home!

There’s plenty of exploring, pranking, and befriending to be done here… so much that you might just want to deck out your own room

and stay awhile!

Have fun! (and try not to get into too much trouble.)

USER NAME

PASSWORD

CREATE AN AVATAR

SNOOP ANONYMOUSLY

ALREADY A REGULAR?LOG IN HERE

NEW TO THE SITE?

Welcome to the King’s new home!

There’s plenty of exploring, pranking, and befriending to be done here… so much that you might just want to deck out your own room

and stay awhile!

Have fun! (and try not to get into too much trouble.)

USER NAME

PASSWORD

CREATE AN AVATAR

SNOOP ANONYMOUSLY

ALREADY A REGULAR?LOG IN HERE

NEW TO THE SITE?

Upon entering the house you’ll be greeted by a welcome letter that will allow the player to choose between exploring the house anonymously or

creating their own avatar.

32

Menu board and nutritional facts are an easy find when you step into The King’s Kitchen. Click on

The King’s cookbook and they will pop on up. You can be led directly here by the side menu bar,

or find your way here when exploring the house.

KITCHEN

33

Pop off your shoes and relax your feet cause this big screen

is here for your viewing plea-sure. You can choose from

our commercial stash and kick back and enjoy the laughs.

LIVING ROOM

34

Godzilla Room- Enter a city landscape and pick to be either The King or Godzilla. Have fun kicking the crap out of each other. If the role of these charac-ters are taken, join other avitars and climb up the burger king towers. Use any weapons you can get your hands on (harpoons, bow and arows, ect. Your goal is to bring down these two giants.

Paint Room- Walk into the paint room and find your self on the ledge of a diving board. Dive

off and free fall down a giant pit, knock down the paint colors you like. When you hit the bot-

tom you’ll see the art piece you created.

35

Anti-gravity room- Don’t let the force of the earth hold you down. Float around, jump through loops,

and play around with the human slingshot.

36

King of the Room: Fight friends in a mosh pit. Last man standing wins.

Destruction Room: Arsenal included to destroy any and everything.

Painting Gallery: Go through the door and submit an image of a face and a hobby. As you walk through the art exhibit, the face that was imported is artistically displayed on every canvas.

Velcro Room: Walk into a room of velcro and trampolines. Toggle with key combinations to fit into pre-made body shapes on the wall for points.

Bubble Wrap: Nothing more enjoyable then hearing the crisp popping sound of bubble wrap. And with it covering the walls and floor, every step is a dream come true.

Rave Party: Black lights. Body paint. And techno.

Get Shrunk: As you walk into this room, your avatar is shrunk to mini size, yet all the objects in the room retain their normal size. With obstacles in your path, get points for getting through the room.

70’s Room: The point of this room is to rock out your dance moves. You can create your own beats to dance to or upload your favorite song. All the while, the King is DJ-ing from the balcony.

Human Aquarium: Walk in and transform your avatar into an underwater sea creature. Float. Swim. Sink. Have fun.

NCMO Room: Go ahead, pick any other avatar you want. The lights are low and the mood is right. You can find a love sack of your own, or pull a prank on the sickos making out right next to you.

Fur Room: Polar bear fur-covered walls, floor and ceiling. Now do what you will.

THE ROOMSDON’T END HERE

This ain’t no mansion on the Hills with 12 rooms and a guest house. Were talking an endless amount of rooms with endless amount of new stuff to discover. When rooms get old, they phase out and new ones appear.

37

Tagging Room: Lets see your artistic abilities as you spray paint your own master piece in the King’s palace. You will get rated on creativity and can frame your piece of the wall.

Slow-Mo Room: Everything in this room moves in slow motion, giving you a better chance of getting a glimpse of the King or any of the other BK members!

Karaoke Room: Think you’re good at R-E-S-P-E-C-T? Challenge a friend and see who can hit the most notes and score the highest.

Pimp My Ride: You’ve pimped out your room, now pimp out a ride of your choice. If the King likey then you might find one of the only ways out of the house—a free joy ride.

Car Crash Testing Room: Upload a car from a list or import your “pimp my ride” vehicle to test if it is fit for the high-way.

Petting Zoo: Walk into a room with cages of lions, pythons, etc. on either side. Some people might set them free on purpose, while others cooperate to get them back in their cages.

King’s Labyrinth: Everybody likes a maze, but don’t decide to enter unless you willing to figure this one out. There is only one exit, but once you got it go back and help the others.

Frogger: Try to cross the street while Homer’s drunk driving and Whopper Jr.’s talking on his cell phone.

The Arcade: Wait What? Playing video games inside of a video game- Crazy!

Surveillance Room: Take a little peek at what’s going on in the other rooms.

Hell: In this room, there is fire and brimstone. A big fat devil lives there. And there are periodic consequences for dwelling. E.g., computer pop-ups, freezes of other programs.

Ambush: Walk into a dark, calm room. Suddenly, those in the room are attacked by NINJAS!!! Throwing stars, kata-nas, and smoke bombs in full throttle.

Jury Room: At periodic points of the day, there is a pop culture trial involving a celebrity. You can be selected for jury duty or just sit in the audience and see the hilarity of it.

38

Transportation vehicles such as segways, roller skates, go-karts and hover-boards

Household accessories, to deck out your room such as flat screen TVs,king-size beds, disco balls, shake ma-chines, fire poles and double headed showers

Access to exclusive rooms such as clubs and special rooms

Currency can be earned through a variety of ways. The

fastest, and easiest way to earn currency is by eating at

Burger King and entering in the code once signing in online.

Completing favors for The King, such as recruiting new ten-

ants to live with him or taking a picture at McDonalds wear-

ing a BK crown can also earn currency. However you earn

your currency, you’ll have an array of options to spend it on:

KINGDOMO

BJE

CT

IVE

S

[

CURRENCY

THE

...

Just whip it out, and a credit card can buy

you anything. But depending if you have a

gold, platinum or black card, your benefits

change. By doing favors for the King, you

get points. By getting points, your credit

card ranking increases. And by improving

your rank, you gain access to the hottest,

most exclusive rooms in the house. Once

you earn the points and swipe the card,

you’re card status may go down a level,

depending on your remaining points, but

you still get to keep access to the room

you worked to become a member of. Since

there are always new rooms being created,

there’s always a need for continual credit

card progress.

39

IDIOT143: Hey do you want to go help mefeed Optimus Prime a whopper?

CARLY W: Maybe...What’s in it 4 me?Do we earn something?

IDIOT143: Yeah there’s a reward, but i can’t do it alone cuz the whopper’s huge

CARLY W: oh yeah i saw some people doing that i think

IDIOT143: So are you in or what?

SENDADD AS FRIEND

YOUR

STASH

KING JABBERHave the ability to chat with your friends while they’re on

KickitwiththeKing.com. Be able to check availability of all

on-line friends by either a green or red icon next to their

name. And if they’re not a member? Send out an invite

email.

Carry around all your cool stash here until your ready

to use it ex. segway, bats, sling shot…

STASH

40

One of the most vital parts to the success of this web-site is intercepting and catching Indulger’s attention while they’re online. This market spends most of their Internet time staying socially connected to their friends and catch-ing up on the funniest new videos. So the challenge is to give them a reason to leave the comfort of their old sites and move on to the hottest, most kick ass website in this cyber of a world.

CREATIVE

Some of the most popular websites for Indulgers include Facebook, Myspace, Twitter, IGN, ESPN, and YouTube. Therefore, we’re going to to use all of their current web-sites to promote BK’s new site. This will be done by posting banner ads on these sites with live time video footage of what’s going on in the house. Watching the King run by with three hotties, carrying a large fondue maker, a hockey mask and a bowling ball would get anyone interested in the happenings at the King’s house. “What’s going on over there? Did I just see Homer Simp-son run by with a flamethrower?”

AMBUSH

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On the Onion.com, there will be news stories of what the King is up to. This will

be very popular before the King moves in because readers can follow him on

his house hunting trips. After the launch, stories will include topics like what pranks the King has pulled, the mass chaos he’s

caused, and the new people he’s been bringing to the house, like P. Diddy or

Optimus Prime.

[

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KICKITWITHTHEKING.COM (TV TEASER):15 “Paint Room”

SCENE OPENS WITH THE KING AND A YOUNG GUY BENDING OVER AGAINST A WALL. THEY STEP AWAY AND TWO BLUE BUTT CHEEK IMPRINTS ARE BRANDED ON THE WALL.

CAMERA THEN CUTS TO A SLOW MO SHOT OF THE KING DIVING INTO A LARGE PUDDLE OF BLUE PAINT. CAMERA CENTRALIZES ON THE KING’S FACIAL AND BODY MOVEMENTS AND HE SLIDES TOWARDS THE CAMERA.

SCENE CUTS OUT JUST BEFORE THE KING SLIDES INTO THE CAMERA.

ART CARD: KICKITWITHTHEKING.COM

These viral video will be aired post-launch, to

attract curious consumers to the site.

POST-LAUNCH VIRAL VIDEOS

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KICKITWITHTHEKING.COM (TV—TEASER):15 “Bouncy Balls”

SCENE OPENS ON A GUY IN HIS EARLY TWENTIES HOLDING A LARGE BUCKET FILLED WITH HUNDREDS OF BOUNCY BALLS. YOU CAN SLIGHTLY SEE THE BALLS INSIDE.

KING WALKS INTO FRAME AND JOINS THE GUY.

MUSIC: “HE TALKS TO ME” BY LORRIE MORGAN

EVERYTHING IS IN SLOW MOTION, MOVING INSYNC WITH THE EMOTIONAL BACK-GROUND MUSIC.

KING GRABS HOLD OF THE OTHER SIDE OF THE BUCKET AND THEY EXCHANGE MISCHIEVOUS GLANCES WITH A NOD.

THEY FLIP THE BUCKET OVER AND BALLS BEGIN POURING OUT OVER A BALCONY. CAMERA SHOT FOLLOWS THE BALLS POURING THROUGH THE AIR AND EXPOSE A MAN’S PANICKED FACE BELOW.

BALLS HIT HIM IN THE FACE AND CAMERA ZOOMS OUT TO EXPOSE BALLS WILDLY BOUNCING IN THE ROOM.

CAMERA THEN CUTS BACK TO THE KING AND GUY AS THEY EMBRACE EACH OTHER IN GRASPED HANDS.

ART CARD: KICKITWITHTHEKING.COM

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I JUST STOLE JOE’S SEGWAY- SUCKA!

kickitwiththeking.comType what you’re up to at the King’s Crib here

Download your own kickitwiththeking.com application and you can show off what your avatar is doing at anytime of the day. The screen will show onlookers a live surveillance camera view of all the mischief your avatar is getting into.

Blog Application

BLOG & FACEBOOK APPLICATIONS

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During the 2 month pre-launch, an in-store promo-tion will consist of peel-away prize sticker on BK

menu items. They will lead the Indulgers to the site by awarding them stash winnings of segways, king-sized

beds, flat screens, nun chucks, etc.

To publicize that the King has found a home, The Royal Movers’ moving

trucks will be found driving the streets. These quirky trucks will lead people to

the website that’s posted on them.

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BY STORM

The Fox Sunday night line is an Indulger favorite, and where jumping all over it. With shows like the Family Guy, Simpson’s, King of the Hill, and American Dad, well hit our target where they like it. Prime time is the time that men, ages 18-34, are watching. Besides, BK and these shows already have a relationship. We’ll also hit up MTV2 ,G4, Comedy Central, and Adult Swim. 74% of Indulgers watch MTV2, 63.7% of Indulgers watch G4, 47.1% watch Comedy Central, and 77.8% watch Adult Swim.

With only $10 million we have to be smart to reach the In-

dulger. For this reason, we choose to focus our attention on

three major markets LA, Atlanta, and Chicago.

MEDIATAKING THE

EV

IDE

NC

E

[Because Hollywood is the location of the King’s new home,

LA is the perfect spot to launch the campaign. Atlanta may

seem like a surprise but according to our research, Atlanta

has a high percentage of Indulgers. Chicago is right behind

Atlanta with a high amount of frequent fast food eaters. Don’t

be surprised to see our teaser Billboard located along our

major markets.

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The King has found a new home, and the door is open to all. Through pre- and post-launch promotions, Indulgers will be led to and from the website and restaurant, thus generating revenue for BK. We want this to be a fun and beneficial experience for both the consumer as well as Burger King.

THANK YOUCOME AGAIN

THANK YOU