SEER: marketing intelligence tool

Situation

Burger King, a very innovative marketer in the QSR space, partnered with Xbox in 2006 and developed three BK-branded games. Given this was the first time the fast-food giant was involved in game development – not to mention the huge investment of offering them system wide – Burger King wanted to track the effectiveness of the promotion, specifically with the console gaming audience. Additionally, BK sought to gather insights for better managing the promotion to maximize results.

Approach

The first step was to map out online conversations around console gaming through SEER, with an emphasis on the Xbox and Xbox 360 audiences. In addition, a baseline for awareness and attitude for Burger King was defined before the promotion began. Armed with this information, tracking of interest and conversation began weeks prior to the promotional launch, and continued throughout the promotion. The ongoing results offered Burger King opportunities to release pertinent content around the games in order to increase the effectiveness of the promotion.

Outcome

The primary goal of the promotion was to sell 2.5 million games in BK stores across its system. Actual sales topped 3.2 million, in the range of the top 10 Xbox games of all time. SEER tracking and management during the promotion allowed Burger King to evaluate messaging and continually adjust and improve it to maximize results.

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