Best Multicultural/Ethnic Campaign
Agency: Legacy Marketing Partners
Campaign: Next Best Move
Client: Burger King
Burger King wanted to expand its reach among all 41 African American DMAs. A long-time sponsor of basketball programs, Burger King decided to keep the continuity of basketball as its access point, and use it to make a deeper connection among its target audience to drive traffic, encourage new trial and increase brand affinity.
They launched the ‘Next Best Move’ mobile tour, visiting basketball courts, hot spots such as barber shops and community centers, and Burger Kings in each market, looking for consumers’ next best move both on the court and in the neighborhood. The 18-week tour showcased Burger King products and featured Syrus Yarbrough – a former college basketball player and his crew – from MTV’s Real World, engaging consumers at each touchpoint.
Each interaction was filmed, with more than 2,000 pieces of footage being uploaded to thenextbestmove.com and social media platforms. Spectators and participants also uploaded their own videos, which ultimately led to the winning video.
In addition, the microsite hosted all the tour information and product promotions, and remained live after the tour ended to allow consumers, both those who experienced it in person and those who didn’t, to watch the videos. Consumers voted for the person they felt had the ‘next best move’ and the winner received $10,000.
The tour was supported with radio spots, call-ins and remotes, print, online banners, in-store POP and branded bus and street team flyers. Giveaways included American Express gift card raffles and BK-branded premiums.
The bus traveled 18,500 miles, garnering 13.5 million vehicle impressions. The campaign generated 97.9 million web banner impressions and an additional 55 million media impressions. A total of 107 Burger Kings were visited across the country. Of 1,500 people surveyed who either resided in one of the 41 markets or visited the website, Burger King became the No. 1 quick-serve restaurant in their consideration set, with immediate purchase intent twice as high among those who had experienced the promotion as compared to those exposed to traditional Burger King advertising alone.
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