Marketing & Branding News:
Burger King is trying to extend the shelf life of one of its most noteworthy marketing successes in recent memory by collaborating with DJ Steve Aoki around the VMAs. A teaser video shows Aoki fiddling with his music equipment as the dance-friendly remix starts to take shape. The “Whopper, Whopper” jingle, which was first attached to an ad that debuted in October, is replete with repetitive lyrics describing the signature menu offering, an earwormy quality that drove its popularity to skyrocket on social media and captivate meme culture.
Burger King is hoping it can extend the current hot streak, although replicating the original “Whopper, Whopper” phenomenon will be a challenge. The marketer is relying on its ongoing sponsorship of the VMAs to boost awareness for the new track and music video with Aoki, as well as a promotional offer for consumers. Members of its loyalty program, called Royal Perks, will see no delivery fees on orders of $5 or more placed via its app or website on September 12.
Other marketers are ramping up their VMA activity ahead of Tuesday’s broadcast. Taco Bell is giving away free tacos to people who tweet about the show using the hashtag #LiveMas, and Pepsi is sponsoring a pre-show party with performances by Doja Cat and Saweetie.
The Burger King campaign is a good example of how brands can use music and celebrity partnerships to create buzz and excitement around their products. The jingle has already been a hit with consumers, and the remix with Steve Aoki is likely to only increase its popularity. The VMA sponsorship and delivery promotion are also smart ways to reach a large audience and drive sales.
It will be interesting to see how successful the campaign is in extending the shelf life of the “Whopper, Whopper” jingle. If it is successful, it could be a model for other brands looking to create long-lasting marketing campaigns.