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Burger King to bring the King to Japan?

Posted by Ken Worsley | Tuesday, November 20th, 2007
Category: Marketing, Viral Marketing

At a discussion over lunch today, the topic of Burger King moving back into the Japanese market came up. We were talking about how they would handle the marketing for their second time around, and the question as to whether or not Burger King would make use of “the King” came up. If you’re not familiar with the King, Slate’s Seth Stevenson has done the best write-up of this marketing phenomenon that I’ve come across.

Here’s the King’s Super Bowl ad:


My thoughts were that the King could generate fresh buzz marketing in Japan, if played right. Given the massive blog scene in Japan, a few viral videos could spread very quickly, should Burger King hook up with the right marketing agencies. Any thoughts?



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2 Comments so far

  1. John S May 25th, 2007 6:53 pm

    Ha! Didn’t know you actually blogged here…nice. Anyway, I think the King could cause mass speculation and talk in Japan and it could really work on the buzz level. But, from what I’ve heard of the BK people in Japan so far, it still doesn’t seem like they get their market. Two weeks until they open and no ads yet? I guess they think it will just be some kind of “Krispy Burger” with two hour lines out front.

  2. Ken May 28th, 2007 7:57 pm

    Yup, I blog here. I haven’t seen ads for BK either, but I get the impression that they’re setting up small to begin with and there must be some cash to burn. Mackers has come out with some new monstrosity Mega Teriyaki, so I’m guessing BK will have to do something similar to grab headlines from Day 1. Any ideas?

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