Burger King Corp., Miami, last week launched the first of three planned “Webisodes” on burgerking.com.
The animated, 30- to 45-second stories target 18- to 34-year-olds with tales of “Phil,” who scams food and scans babes at BK stores. Stories overlay BK’s TV spots, tagged “The Whopper Says,” and give a punchline similar to on-air spots. BK hopes Phil will drive site traffic and spur word-of-mouth.
“Our Webisodes offer entertainment while providing a unique opportunity to build the brand personality online,” says Cindy Syracuse, BK director of interactive and adult promotions.
Network
