Burger King Puts Families First with BK FamFests - Event Marketer

Burger King Puts Families First with BK FamFests

DB_Ex_Burger King_2010 Ex
Brand: BURGER KING
Agency: ABSOLUTE PRODUCTION SERVICES LEGACY MARKETING PARTNERS
Year: 2009

What better way to connect with consumers than to treat them like family? And that’s just what Burger King did via BK FamFest, a six-city festival that traveled to public parks in top African-American markets with a free day of family-reunion style fun including entertainment, local djs, family-friendly activities and BK product sampling.

At the six-hour events held in Atlanta, Chicago, Houston, Miami, New Orleans and New York City from May to June, 2009, families participated in BK Fresh Apple Fry relays, Build-a-Whopper contests, the King’s Obstacle Course, a Royal Dance competition and other challenges. Traditional activities like arts and crafts, “Royal Family Portrait” photos, playing cards and dominoes also took place. Branded tents around the footprint housed family activities and uniformed brand ambassadors roamed the event distributing gift cards called Crown Cards.

A large branded stage served as the backdrop for performances and live entertainment, which was a major focus of FamFest, as well as crowd interaction and prizing. Actor/comedian Kevin Hart of the ABC sitcom “The Big House” and the motion picture “Soul Train” emceed the event, which featured Grammy-nominated R&B singer Mario, recording artist Rich Girl and local market artists.

The BK Mobile Kitchen, a 53-foot branded trailer complete with mobile commercial kitchen, was on-site to promote and sample BK Burger Shots and BK Fresh Apple Fries. More than 19,000 samples were distributed in total.

To enhance the consumer experience, several BK partners participated in the program. Coca-Cola sponsored an on-site sweepstakes drawing for a family trip to Universal Studios Orlando. MasterCard sponsored on-site contests for $250 gift cards. Boost Mobile provided a ringtone booth, phone demos and prize giveaways at the
main stage.

In each market, BK donated $2,500 to a local community-based organization such as Families First in Atlanta and Child Advocates in Houston, chosen by consumers via online voting.

FamFest delivered free, well-run family activities in African-American communities, generating positive response from BK corporate, BK franchisees, community leaders and families. By tapping into community lifestyles, BK strengthened consumer brand perception and purchase intent in key markets. It achieved 336 million total program impressions and reached 10,500 attendees; 4,531 BK Crown Cards were distributed, with 91 percent restaurant redemption. And how about this whopper of a result: 80 percent of attendees indicated they are likely to choose BK for their next fast food visit compared to 61 percent of the general population.

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