Burger King's MO: Offend, Earn Media, Apologize, Repeat
— But This Isn't the First Time It's Caused A Stir
http://adage.com/globalnews/article?article_id=137801
It appears that Burger King is at it again. In a fragmented, tough market, many companies are becoming masters at stretching communications dollars by creating campaigns that pinch the nerve of a segment of the community to the point that it creates media attention.
Good or bad? In theory, it's appropriate to create your own news, but when it is blatantly offensive it becomes a double edged sword. You stand the chance of losing a segment of you audience. The question becomes — will the viral campaign create enough new customers to overcome the loss?
If McDonalds is still kicking their butt, then their marketing strategy is failing!
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