Article Critique – Burger King
Article Critique – Burger King
Synopsis
The article “Why Burger King gave Masks to Korean Commuters” elucidates about the busy work schedule of the Koreans and the lack of sleep they get. The article helps to describe how burger king designed a mask that read “wake me up at my stop.” The campaign would allow Koreans to take a quick nap on their subway ride without worrying they would miss their stop. The mask contains two coupons, one for the person wearing it and the other who wakes him up. These coupons could be utilized in any Burger King restaurants in Korea.
The article helps to explain the problem that people are encountering in Korea, which is lack of sleep. The main emphasis of the article is that people, especially the working class that take subway ride often do not get ample time to fulfill their sleeping requirements. During their ride back home Koreans avoid sleeping as they fear they would miss their station. The article then broaches the marketing strategy used by Burger King in the top 5 subway stations in Korea. The article does a good job in explaining the need of the Koreans and then delivers the answer to it.
The Burger King Mask campaign is shown as a funny yet very appealing and effective campaign. The article explains that the campaign is one of those few types of campaigns where a consumer gets to interact with another consumer without the presence of the marketer. The article goes on to explain that the campaign creates a very joyful atmosphere as it is funny to see someone in a mask comfortably sleeping and asking his neighbor in the subway ride to wake him up. The article explains that these kinds of things make a brand popular.
One important aspect of the article is that it gives statistics to support the success of the campaign. As soon as this advertisement campaign was launched in subway stations, the article claims that Burger king has witnessed a rise in sales to over 18%. Burger King was also one of the top trending subjects on Twitter in Korea during the campaign and the chatter about the company rose to 44%. The article gives proof that funny advertisements that have a positive message for the audience can be very effective.
References
Doland, A. (2015, April 22). Why Burger King Gave These Funny Sleep Masks To Korean Commuters. RetrieveD from http://adage.com/article/behind-the-work/burger-king-gave-funny-sleep-masks-korean-commuters/298186/
