Burger King builds loyalty with new web site
Teens and 'tweens are increasingly moving away from the television towards the computer, so Burger King's new website focuses on entertainment.
Burger King Corporation has unveiled a new web site, designed to strengthen the brand's relationship with consumers. The site will focus on entertainment components as well as providing consumer information.
Wants researched first The company has spent seven months speaking with customers to find out what they would like on a web site, and it was designed accordingly. Recent studies have indicated that teens and tweens are increasingly moving away from the television and towards the computer.
Regular changes Burger King's younger customers look to the Internet as their primary source of information as well as entertainment, and the purpose of the new site is to bring them back again and again. To do that, the company will change and upgrade the site with new features regularly. Future near-term enhancements, as part of the staged rollout, will include an on-line consumer response centre as well as hyperlinks to the soon-to-be-launched loyalty programme.
Agency The creative execution of the site was handled by VML Inc., Burger King's interactive agency. The agency will continue to develop integrated kid and adult internet promotions, evaluate and manage internet-based promotional opportunities, and perform site measurement, reporting and evaluation as well as internal support.
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