It’s a Mystery All Right, But Not for Burger King

Posted on by Patty Odell

Getting people to try your products is one of the best marketing tactics to encourage people to actually buy the products.

It’s a fact that sampling works.

For example, what if, for only 2 euros ($2.40 U.S), you could enjoy at random one of Burger King’s 10 burgers? That’s the incentive in France to get people to expand their BK repertoires and sample its large range of burgers.

The catch? The burger is hidden in an unbranded white box labeled with the words: WHOPPER? Steakhouse? Bing King XXL? … No way to know without opening the box!

It’s a smart way for The King to get those ‘creatures of habit’ customers to move beyond their standard choice of a Whopper and fries.

The promotion, aptly called the “Mystery Burger,” was conceived and developed by French advertising agency Buzzman. The offer is available until Sept. 25 in all 161 Burger King restaurants in France.

To spread the word, an integrated campaign includes a film, broadcasted on TV and online, and OOH advertising. The promotion will also be visible in all 161 Burger King restaurants in France with posters and other signage.

Last year, brand spending on product sampling in the U.S. was expected to rise 5%, reaching $34.12 billion. By 2020, those numbers are expected to rise at a 4.6% CAGR to $40.69 billion. About 8% of product sampling is outsourced to media companies. B2C companies account for 25% of the share of sampling, with B2B picking up the remaining 75%, according to a report from PQ Media and the ANA.

It’s a fun campaign with lots of entertaining supporting marketing and a great idea to steal.

Don’t miss the video!

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