Les résultats de Burger King

L’ Interview de Ted Marzilli (VP du Group) paru dans Advertising Age du 10 décembre montre que le viral de Burger King a été positif, mais …

Not surprisingly, the campaign has offended some people. According to BrandIndex, Burger King has been building positive buzz since mid-October from a ranking in the mid-teens to the low-20s more recently, “but [this] campaign seems to be interrupting that positive momentum,” said Ted Marzilli senior VP-brand group at BrandIndex parent YouGovPolimetrix. He added that Burger King does not appear to be reaching that many new people with the campaign, though the ones it does have been talking about the campaign — and not necessarily in a good way.

Positive chatter has fallen from 24 on Dec. 1 to 20 yesterday and Mr. Marzilli said that women are reacting negatively to the campaign. Good buzz among the ladies has fallen from 25 to 17 over the same nine-day period. Positive buzz is up with men (which generally comprise the company’s core target of “Super Fans”), but only slightly, from 21 to 23. Perhaps most surprisingly, good buzz is down significantly among young people aged 18 to 34, the company’s core demographic.

“Really, you paid people for this marketing campaign?” video blogger Phil Defranco asked in a posting with more than 500,000 views. “People who their palette has been accustomed to … rocks?”

But comments like that must still be music to the fast feeder’s ears. To a provocateur like Burger King and its agency, Crispin Porter & Bogusky, the only bad buzz is no buzz.