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Unformatted text preview: ing blind taste tests
that compared Burger King and McDonald's hamburgers to people in rural China who had never
tasted a hamburger. T he resulting v ir al mar ke tin g camp aig n prompted widespread word-of-mouth
advertising. F or 2009, Burger King launched a new F acebook campaign in which customers could
earn a free Whopper if they delisted 10 friends from their account.59 T he so-called “Whopper
Sacrifice” was intended to show what someone would give up for a Whopper, and the campaign
attracted the participation of more than 200,000 active users who defriended others.
After a “Whopper Sacrifice,” the ex-friends received notification, which was also published on the
F acebook “mini-feed” and thus helped spread the word even more quickly. As the campaign caught
on, F acebook disabled it. T he F acebook page for Burger King now says: “F acebook has disabled
Whopper Sacrifice after your love for the Whopper sandwich proved to be stronger than 233,906 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/4 9/15/13 M cGr aw- Hill Connect - Ebook friendships.” Users can continue to post on the fan page, and many have asked that the campaign
come back. By affecting 233,906 people, who were either defriended or actually did the defriending,
Burger King considers this viral campaign a success even though it was quickly shut down.
F rom a market research point of view, companies also can learn a lot about their customers from
their interests, their past purchases, and their movement through the social network. Customers
appear keen to submit their opinions about their friends' purchases, interests, polls, and blogs.
Reviews or votes about BOT OX® treatments, ASICS running sneakers, or the play of an NF L team
during the playoffs all constitute new ways that customers communicate with one another—and with
marketers who are paying attention. Because modern customers spend a significant amount of time
reading reviews and looking at alternative products before actually making a purchase, reviews b...
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This note was uploaded on 01/25/2014 for the course BADM 320 taught by Professor Staff during the Winter '08 term at University of Illinois, Urbana Champaign.
- Winter '08