1. BURGER KING
DIGITAL CAMPAIGN PROPOSAL
April 22th , 2013 1

2. YOUR BRIEF
PRODUCT
• Burger King is the premium real American
burger with 100% frame- grilled beef from
Australia.
COMMUNICATION MESSAGE
BK brings the American standard to Vietnam
and affordable for Vietnamese.
1. Premium real American burger.
2. 100% frame-grilled Australian beef.
3. Being good for health.
2

3. CURRENT COMPETITORS
3

4. Whopper is so expensive in customer
perception.
The communication has not been strong
enough to show that whopper is worth
spending.
ISSUE
A new Menu for VNese consumers.
• Size doesn’t matter: Super Value
Menu (Range: 29,000 VND) to
capture Middle class Customer.
• Welcome Back: Chicken
Bring those customers who are having
KFC at the moments to enjoy at Burger
King.
DESIREVS.
4

5. BURGER KING HOUSE
BK brings the American standard to Vietnam and affordable for Vietnamese.
HAVE IT YOUR WAY
100% frame-grilled Australian beef.Premium Real American burger. Being good for health.
5

6. TODAY AGENDA
1. Digital Objectives
2. Digital Strategy
3. Strategic Approach
4. Who They Are
5. Where’s The Story?
6. Action Plan
7. Conclusion
8. KPI & Budget
6

7. DIGITAL OBJECTIVES
Increase brand
awareness
Get trial and
drive to sales
Boost traffic to
the store
7

8. DIGITAL STRATEGY
BK brings the American standard to Vietnam and affordable for Vietnamese.
HAVE IT YOUR WAY
Communicate the benefits of Burger
King Whoppers to consumers
Create a buzz for the launch
date of a new Burger King menu.
Boost traffic to stores.
Link to sales.
8
1. Premium Real American burger
2. 100% frame-grilled Australian beef.
3. Being good for health.
A new Menu for VNese
consumers.
• Super Value Menu
• Welcome Back: Chicken
CTA message:
GET TRIAL
CTA message:
ENJOY AT BURGER KING.
CTA message:
BE OUR FANS
Link to sales

9. 03. STRATEGIC APPROACH
9

10. Through conversations, we help brand create a bond
with their consumers.
Two things power good conversations for brand.
Content Connections
Great
conversations
10

11. Every good
conversation starts
with
good listening.
11

12. • Listening : gain insights from target users.
• Diversified Content Talent : Take on any conversation users might want
to have.
• Creativity: Create any type of conversation users want to talk about.
• Individual Connections: connect with key voices, influencial profilers,
and celebrities; spread word of mouth about brand.
• Channel Connections: leverage all the possible tools and resources of
that channel to support our conversation.
• Strategic Plannning: use of the connections keep conversations
interesting, new and connected.
12

13. 04. WHO THEY ARE
13
Target Audiences

14. Urban young adults, from
18-25, students or first
jobbers, SEC AB
They are active & want
to take part in many
activities that keep
them connected and
updated in fast moving
society.
They are eager to
discover what’s new
around their life,
freedom to show their
ego personalities and
self-assertion.
Desire to have a “social
class” lifestyle
Desire to do things on
their own way.
They love to update
everything on social
networks. Their daily
life. Their looks. Their
love. Their inner
thoughts.
WHO THEY ARE
14

15. students, what do they think?
“I eat fast-food 4 or 5 times a week. But the price is always a
problem for a student like me. I choose cheaper meals with
the Lotteria restaurant near my university”
“Most of my classmates eat fast-food at least
once a week and consider it as a snack not a main
meal. Moreover, every fast-food restaurant with
colorful decorations is also a place for us to pose
nice pictures to post on Facebook.”
I’m truly a fan of fast-food
“When chatting with my friends, they always call for us to
meet together at KFC, Lotteria, Pizza Hut…and how these
fast-foods appeared romantically in some Korean dramas. I
wanted to be fashionable like my friends.
Their taste was influenced by their friends
Show off themselves
Source: http://vir.com.vn/news/en/search&q=fast%20food 15

16. Their tight time.
I used to eat KFC 2 or 3 times a week. However, I’ve gained
weight a lot recently. Now, I only eat KFC 3 times a month.”
Unsafe food spreads everywhere. I want to enjoy meals
without worrying about the quality as well as traceability of
food.
first jobbers, what do they think?
Food quality and Traceability
“I’ll go to KFC if I want to eat fried chicken and
to Lotteria for hamburgers.”
KFC is for fried chicken taste.
Lotteria's most popular are hamburgers.
Daily/Weekly Promotion
“I get attention to Pizza Hut and often buy there because it
has a promotion every Tuesday – Buy 1 Get 1.”
Source: http://vir.com.vn/news/en/search&q=fast%20food 16

17. KEY FINDINGS
Their Insights
17

18. Vietnamese youth loving fast food.
Unlike in the U.S, in VN, it is for dispensable
incomes. Most of their restaurants are in a
chic sparkling shopping mall.
They’ll make a quick decision if getting
more options about prices and
promotion.
KFC currently accounts for fried chicken,
with Lotteria accounting for the hamburger.
Eating in a prestigious fast-food
restaurant is thought to ensure food
quality and traceability.
Pose nice pictures on Facebook.
18

19. WHAT THEY DO
Their Online Behaviors

20. The decreasing trust in traditional media goes
alongside an upward trend in online media
Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet
* ComScore Data Gem
Vietnamese people are curious and they actively look for information themselves. Social
media serves as an expansion of WOM: People share opinions, ask questions and so they
look for their own truth, not the truth of the advertiser.
20
38
72
0
20
40
60
80
2008 2010 2012
Social network penetration
Across the Asia-pacific region, Vietnam has the
highest video viewing penetration: 89.8% reach of
web population*
%
20

21. 134 minutes online per day
63% of all adults has used the internet in the last 3 months. These adults go online 26
times a month and on an average day they spend 134 minutes online.
Time of day usually go online
23
37
0
10
20
30
40
50
60
70
%
63
84 80
72
47
0
10
20
30
40
50
60
70
80
90
100
All
adults
M 16-
24
F 16-24 M 25-
34
F 25-44
Internet penetration%
Internet penetration is skewed towards
the young audiences
Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
21

22. 72% of adults has a social network
72% of online adults has a social network. On average, these people visit their social
network(s) 27 times a month.
Social Network have a profile on
77 79 84
7874 78
58 57
45 42
30 26
17 14 16 13
0
20
40
60
80
100
M16-24 F16-24 M25-34 F25-44
Yahoo! Facebook ZingMe Google+
%
72
79 84
68 62
0
10
20
30
40
50
60
70
80
90
100
All
adults
M 16-24 F 16-24 M 25-34 F 25-44
Social Network penetration
Having a social network is skewed
towards the younger online adults
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network
Amongst the older adults, Yahoo! has a definite lead over
Facebook, whereas amongst the younger adults, Yahoo!
and Facebook are almost evenly popular.
%
22

23. COMPETITIVE ANALYSIS
23

24. COMPETITIVE ANALYSIS
CHANNEL BURGER KING KFC LOTTERIA PIZZA HUT
Website No Yes Yes Yes
Microsite No No No No
Mobile/Tablet No No No No
Branded Online
Community
Yes Yes Yes Yes
Social Media Yes Yes Yes Yes
Online PR No Yes Yes No
Banner Ads Yes Yes Yes Yes
Online Campaign Yes Yes Yes Yes
Loyalty Program No Yes No Yes
24

25. 05. WHERE’S THE STORY?
25

26. THE CREATIVE RATIONALE
Vietnamese youth does
not really think of Fast
Food means Fast Life -
leads to eating Fast Food,
and eating it quickly.
From “Have It Your Way”,
Burger King proudly serves
the best burgers in the
business, plus a variety of
real authentic foods....all
freshly prepared....
In Vietnam, ONE MORE
OFFER, it’s in an enjoyable
way you want it.
Take those moments!
26

27. Eat Like A King
27

28. 28

29. 29

30. HOW IT WORKS
It is the Snapshot
contest, where fans can
take photos with Burger
King in all enjoyable ways
they like most.
The most style whose user gets
votest, the most chance user wins
10 free Burger King weekly .
Spread that idea online through social
media during 08 weeks, then wait for free
branding bond, pushing Burger King
through word of mouth.
30

31. • User visits to
apps from
another
channels
Step 1
• User take and
post their
photo
Step 2
• Submit photo.
Photo will be
saved in the
gallery
Step 3
• Share & Tag
friends on their
Facebook wall
Step 4
• Vote others and
invite friends to
play
Step 5
USER FLOW
31

32. WHY IT’S AWESOME
1. Emphasize the fun enjoyment at Burger King and leverage the umbrella message “Have It
Your Way”
2. Photos are viewed more than anything else on Facebook. They go viral quickly because
when a fan posts a photo, that photo is then sent out to the news feeds of all of their
friends.
3. For free Burger King whoppers, this is key hook and help get trial for new consumers.
BURGER KING
32

33. WHY IT’S AWESOME
1. For the insight & habit of Youth:
– love to pose nice photos when hanging out.
– prefer the simple contest: easy to play, easy to win.
– reflect who they are. American style or Burger King enjoyment style, it doesn’t matter.
2. Weekly Free 10 Burger King Whoppers is key hooks to trigger users for this
contest. It means they get prizes for themselves but show off and share free
Burger King with friends/family.
USERS
33

34. OUR STORYLINES
34
Social Communication Strategy

35. DIGITAL STRATEGY
BK brings the American standard to Vietnam and affordable for Vietnamese.
EAT LIKE A KING
Communicate the benefits of Burger
King Whoppers to consumers
Create a buzz for the launch
date of a new Burger King menu.
Boost traffic to stores
35
1. Premium Real American burger
2. 100% frame-grilled Australian beef.
3. Being good for health.
A new Menu for VNese
consumers.
• Super Value Menu
• Welcome Back: Chicken
CTA message:
GET TRIAL
CTA message:
ENJOY AT BURGER KING.
CTA message:
BE OUR FANS
Link to sales

36. STRATEGY
BK brings the American standard to Vietnam and affordable for Vietnamese.
EAT LIKE A KING
Communicate the benefits of Burger
King Whoppers to consumers
Create a buzz for the launch
date of a new Burger King menu.
Boost traffic to stores
Link to sales
36
CTA message:
GET TRIAL
CTA message:
ENJOY AT BURGER KING.
CTA message:
BE OUR FANS
PHASE 1
• VIRAL CLIP
• “Eat Like A King” SNAP SHOT
CONTEST
• BURGER KING RTB SOCIAL
CONVERSATION
• “Eat Like A King” SNAP SHOT
CONTEST
• INTEGRATED ACTIVITIES
• BURGER FEST contest

37. VIRAL CLIP
37
VIRAL CLIP
Message : No matter how you enjoy Burger King, let’s take those moments! Take pictures
with friends and family is part of the fun. So grab a special day! Burger King can and take a
photo. Share it online, and you could win 10 free Burger King every week.
http://www.youtube.com/watch?v=yXu7a7ZPlX0

38. Burger King Enjoyment Styles Super Menu Value Welcome Back Chicken
SOCIAL CONVERSATION
EAT LIKE A KING
38

39. STRATEGY
BK brings the American standard to Vietnam and affordable for Vietnamese.
EAT LIKE A KING
Communicate the benefits of Burger
King Whoppers to consumers
Create a buzz for the launch
date of a new Burger King menu.
Boost traffic to stores
Link to sales
39
CTA message:
GET TRIAL
CTA message:
ENJOY AT BURGER KING.
CTA message:
BE OUR FANS
PHASE 2
• VIRAL CLIP
• “Eat Like A King” SNAP SHOT
CONTEST
• BURGER KING RTB SOCIAL
CONVERSATION
• “Eat Like A King” SNAP SHOT
CONTEST
• INTEGRATED ACTIVITIES
• BURGER FEST contest

40. SOCIAL CONVERSATION
40
MEAL FIT FOR A KING
Eat Like A King

41. Premium real American burger. 100% frame-grilled Australian beef. Being good for health.
KEY CONTENT ANGLES
How To Convert “Being Good
For Health”?
41
Meal fit is from American standards AND customized for Vietnamese
consumers.

42. How To Convert “Being Good For Health”?
• “
42
Order chicken instead of
hamburgers. Burger King has an
extensive chicken menu, including
sandwiches, strips and fries.
Healthy menu “Size Me" option Calories Checking Add-On
Start with a green salad and
smoothies later.
Hold the mayo. Save calories and
fat that don't make a big difference
in the flavor of your food.

43. STRATEGY
BK brings the American standard to Vietnam and affordable for Vietnamese.
EAT LIKE A KING
Communicate the benefits of Burger
King Whoppers to consumers
Create a buzz for the launch
date of a new Burger King menu.
Boost traffic to stores
Link to sales
43
CTA message:
GET TRIAL
CTA message:
ENJOY AT BURGER KING.
CTA message:
BE OUR FANS
PHASE 3
• VIRAL CLIP
• “Eat Like A King” SNAP SHOT
CONTEST
• BURGER KING RTB SOCIAL
CONVERSATION
• “Eat Like A King” SNAP SHOT
CONTEST
• INTEGRATED ACTIVITIES
• BURGER FEST contest

44. BOOST TRAFFIC TO STORE
44
FROM ONLINE TO OFFLINE
FAN OF THE MONTH
• Visualize it by heart icon for
every like, share, comment,
questions.
• Give free Burger King every
month
• View of Top FB Commenter
• Highlight most frequent
commenter from FB.
LUCKY
CUSTOMER OF
THE DAY
Random online
lucky members on
the fan page in
the promotion
day.
LOYALTY PROGRAM
• Buy 1 Get 1 (Happy
Hour; Every Tuesday/
Thursday; Seasonal).
• Collect the points for
total bill and get
rewards.
• Best discount
• VIP cards.
LUCKY WHEEL
AT BK STORES
Use of the
unique
American
accessaries as
key hooks to
make them go
to BK stores.

45. SOCIAL CONVERSATION
45
KING OF KINGS
Eat Like A King

46. BURGER FEST contest
46
• What: Create a offline event called “Burger Fest” in which open to amateur and BK fans. Fans can make
their own burgers with Vietnamese flavors for free.
• Where: Burger King stores
• When: Every quarter
• Why:
• Keep existing customers and potential consumers engaged with Burger King.
• Reinforce Burger King as the brand that people think of when they think about hamburgers.
• How:
• The most delicious burger will be approved by BK judges and given the officially menu of Burger
King Vietnam.
• Just for BK fans only based on the total accumulated points.
• Key Hook: Prize & Celebrity

47. WHY IT’S AWESOME
• Customer service is our absolute priority to contribute the LOYALTY PROGRAM.
1. We listen to consumers, make them go together with our taste “Eat Like a King” AND
encourage them to show their opinions/ego personality.
2. For people new to Burger King, to be their voices , Burger Fest bring them experience
from online to offline experience for their own burgers.
47

48. ACTION PLAN
ACTION PLAN
48

49. ACTION PLAN
EAT LIKE A KING
Communicate the benefits of Burger
King Whoppers to consumers
Create a buzz for the launch
date of a new Burger King
menu.
Boost traffic to stores
Link to sales.
49
Main channel: Facebook Fan page
Communicative channels: Facebook Ads, Promote, Online PR, Ads Networks, Influencers, Forums, Youtube
• VIRAL CLIP
• “Eat Like A King” SNAP SHOT
CONTEST
PHASE 1 (2 WEEKS) PHASE 2 (6 WEEKS) PHASE 3 (2 WEEKS)
MEAL FIT FOR A KING KING OF KINGS
• BURGER KING RTB SOCIAL
CONVERSATION
• INTEGRATED ACTIVITIES
• BURGER FEST contest
10 Free Burger King Whoppers Promotion Prize. Celebrities. Promotion
Timeline
Objectiv
e
Content
Activity
Channel
Key hook

50. Forums
Facebook
Groups
Influential
profiles
Ambient networks
COMMUNITY INFLUENCE
Influential profiles are people
who have more than 1000
friends, whose profiles are
attractive for their
characteristics and get most
viewed in the field.
50

51. Always On
Activation
• Brand messages.
• Not linked to specific events/launches/category
• Continual reinforcement of core brand equity
• Collects contact information.
• Communicate offers, promotions.
• Provoke actions/responses tied to a particular
product or event.
• Part of the 360 activation of an event
Facebook
Objectives
Share brand
information
Engage with
loyal
consumers
Converse &
communicate
Share
knowledge
and expertise
51

52. INFLUENCERS PROFILES
Tường Vi - 4992 Friends
22 years old
https://www.facebook.com/
tuongv
Actress
Model
Active girl
Close friend with La Thăng
Band
Mèo Ác
Hot blogger in entertainment
and cuisine field
Influence on teens, students,
1st jobbers, young
professional, celebs
https://www.facebook.com/
meowistoc?fref=ts
Chí Thiện
25 years old
https://www.facebook.com
/TranChiThien
Followed by 20,812 people
Actor & Singer
Khởi My
23 years old
https://www.facebook.com/k
hoimy
MC & Singer
Followed by 91,354 people
Đại Nghĩa
35 years old
https://www.facebook.co
m/nghia.dai.96
Followed by 5,789 people
Actress & Owner at a
restaurant
Hobby: Food.
Influential profiles are people who have more than 1000 friends, whose profiles are attractive for their
characteristics and get most viewed in the field. 52

53. FACEBOOK GROUPS
No Name Link
1 Địa điểm ăn uống https://www.facebook.com/DiaDiemAnUong
2 Địa điểm ăn uống Sài Gòn https://www.facebook.com/DiaDiemAnUong.Saigon
3 Hội ăn uống https://www.facebook.com/Hoianuong
4 Thích ăn uống https://www.facebook.com/incardvn
5 Giới thiệu những nơi ăn uống tốt nhất ở
Sài Gòn
https://www.facebook.com/vietfoodnew
6 Ngon mỗi ngày https://www.facebook.com/Ngon365
7 Ẩm Thực https://www.facebook.com/AmThucS2
8 Địa Chỉ Sài Gòn https://www.facebook.com/DiachiSaigon
9 Hội những người thích ăn đồ nướng https://www.facebook.com/nuong68
53

54. No Name Link
1 Zing.vn http://forum.zing.vn/
2 Eva http://www.diendan.eva.vn/hoi-uong-hat-ho-f417/
3
Trái Tim Việt Nam Online http://ttvnol.com/Amthuc
4 Yeah1
http://photo.yeah1.com/forumdisplay.php/35-Quan-Xa-Du-Lich-
Am-Thuc.html
5 Truongton.net http://truongton.net/forum/forumdisplay.php?f=195
6 Ngoinhachung.net http://ngoinhachung.net/diendan/forum.php
7 Ẩm thực vnnavi http://www.vnnavi.com/forum/
FORUM SEEDING
54

55. 07. CONCLUSION
55

56. Come from the concept EAT LIKE A KING, distribute the content angles on different
channels to creat our CONVERSATION:
 Create WOM and let user be engaged about a new menu via “EAT LIKE A
KING” facebook snapshot contest.
 Get trial by Free Burger King as key hook in the online activities to encourage
users to taste and be our fans.
 Spread out the core benefits of BURGER KING through social conversation.
 Build up the bigger database of potential & loyal consumers to BURGER KING.
 Boost the traffic from online to offline stores.
56

57. 02
08. BUDGET & KPI
57

58. Description Budget (USD)
Production 12,000
Communication 28,000
KPI - Facebook Fans: 20,000 new fans,
2,000 talking about this
- Impression: 15,000,000
Total 40,000 USD
BUDGET AND KPI (2 MONTHS)
58

59. 59