In the words of Simon - Genius

This is probably the best application I've seen yet - aiding justification for deleting those people that you just don't care about. What's more is that its practical for the brand also.
Thanks to Adweek and Simon Mc for this post.

BK Offers Facebook 'Sacrifice'
Cut 10 friends, earn a free Whopper

Jan 8, 2009
-By Brian Morrissey

NEW YORK It's a common problem for anyone who joined Facebook some time ago. You look at your friend list and wonder who these people are. Burger King wants to help consumers do something about it.

The fast-food chain has released the Whopper Sacrifice application on Facebook. The app rewards people with a coupon for BK's signature burger when they cull 10 friends. Each time a friend is excommunicated, the application sends a notification to the banished party via Facebook's news feed explaining that the user's love for the unlucky soul is less than his or her zeal for the Whopper.

The effort crafted by Crispin Porter + Bogusky came about after agency creative staffers confronted the too-many-friends scenario themselves on Facebook.

"We thought there could be some fun there, removing some of these people who are friends [but] not necessarily] best friends," said Jeff Benjamin, executive interactive creative director at Crispin, and friend to 736 on Facebook. "It's asking the question of which love is bigger, your love for your friends or your love for the Whopper," he said.

The app also adds a box to user profile pages charting their progress toward the free burger with the line, "Who will be the next to go?"

The application is available on Facebook and at WhopperSacrifice.com.

Whopper Sacrifice is the second application Crispin has built for BK. During the election, it released the BK Polarizer, a quiz widget that gauged where users stood on a political matrix compared to their friends.

Brand applications have a spotty record on Facebook, with few enjoying more than a temporary jolt in popularity before quickly fizzling. Some brands have begun rewarding consumers for installing their apps. One example is Kraft's current campaign that includes donations of meals to needy families when users get their friends to add the Kraft Facebook app.

"We always look at these social networks and think of what tool or thing we wish was here," Benjamin said. "A lot of times, brands force a feature or an application that I don't think people ever want. That's when you can waste some money."

The notion of dumping friends in exchange for a burger could offend some, though Crispin has not shied from controversy with BK. Its recent "Whopper Virgins" campaign, showing people in remote areas of the world introduced to fast food, came under fire from many critics. Benjamin said the agency and client were careful to make the application lighthearted rather than "vindictive."

"The [friend] removal is another kind of socializing," he said. "At first you think it's antisocial, but it's a social device. Now we finally have something to talk about."

unsnobbycoffee

Thanks again to AdAge

McDonald’s in Seattle has developed a site where users can stage an intervention for friends who are addicted to snobby iced coffees (specifically going up against Starbucks) to promote their new ranges of iced coffees.... Sounds a bit like last year's dare strategy??  

www.unsnobbycoffee.com

Casestudy: http://adage.com/brightcove/lineup.php?lineup=1266084202

They also have a game called Hot Shot Pinball:

McDonald's is Launching Their Own Virtual World

This Is Smart Business.
by: Scott Goodson thanks to FutureLab

What can we learn from McDonald's creating their own virtual world? That they are moving into their own customized world says one thing to me, that it will become more valuable for brands to create and curate their own virtual worlds rather than joining existing public virtual worlds.

The reason being that the brand not only benefits from being in an innovative virtual world, but it owns the media and, over time this media, will become more and more valuable. Very smart marketing on the part of the firm and equally smart business.
From Virtual Worlds: McDonald's is apparently in the process of soft-launching a virtual world to take over HappyMeal.com. It's not clear how old the world is, but the contest is still open for kids to pick the virtual world's name--and, according to the intro video, new games, lands, events, etc., to build the world from the ground up based on videos.. So I'm guessing the transition is pretty new, possibly even just from last week. There is already an eye toward real-world integration: entering a code from actual Happy Meal boxes and bags as well as McDonald's milk cartons and Apple Dipper bags will let users unlock exclusive items in the Flash-based virtual world. Treehouse There are also already a fair number of environments available for play in addition to a customizable treehouse where you can store some of your virtual goods. Other items will customize users' avatars, add interactive pets, or feature interactive characters from movies, comic books, and TV shows. Aside from the cost of a Happy Meal, the website says everything is free for its users. Users can also earn points towards purchases simply by completing activities in the virtual world, but it seems like there will still be exclusive items available only for McDonald's customers. There also appears to be a metagame, where characters earn points and have "smarts," "strength," and "spark," stats. Points are earned through all the in-world activities, and the goal is to "keep your avatar happy" by keeping all three stats at their maximum level while playing. I'm not sure what that does, though. In addition to the casual games, there are also larger quests for users to complete as interactive stories throughout the world. Piratebay The registration process doesn't take much information from users, keeping it fairly private. Users can also simply login quickly as guests without providing any information. Of course, then they can't build their characters and houses over time. On the safety side, users can chat and add to a buddy list, but it looks like chat is done entirely through pre-set phrases. However, while there's a "Parent's Retreat" on the main site, I can't find any information specifically about the virtual world to confirm its safety precautions.

Original Post: http://scottgoodson.typepad.com/my_weblog/2008/08/mcdonalds-is-launching-their-own-virtual-world-this-is-smart-business.html

Every brand is celebrating an anniversary...

As Melissa pointed out at the beginning of the week, it would seem that every brand in the US is celebrating it's anniversary... Have a look-see at these examples she picked out for us:

Maccas:ttp://profile.myspace.com/index.cfmfuseaction=user.viewprofile&friendID=386269716
Nike “Courage” article: http://adage.com/article?article_id=129723
Nike Courage website: http://www.nike.com/nikeos/p/nike/en_US/courage
Chupa Chups: http://www.chupachups.com/en/
Breast cancer awareness: http://comunicadores.info/2008/07/20/caixa-de-cd-duplo-para-prevencao-do-cancer-de-mama/
And one from Simon for Converse:http://www.brandrepublic.com/Discipline/Creative/54818/converse-paper-dolls-anomaly-new-york/

SMS mobile coupons

MCDONALD'S REVEALS RESULTS FROM MOBILE COUPON PROGRAM

Did somebody say McCoupons?

As I've posted here, McDonald's is running a number of sms-based mobile coupon solutions worldwide, including here in the US. Now, at least one of the programs is releasing results.

The MMA is reporting that 12Snap's SMS Lounge in McDonald's enables customers to send an SMS message to begin receiving embedded QR codes on their handsets that they could redeem in-restaurant.

According to 12Snap, since the program's launch last summer, more than 10.000 participants have used the service, and at least 29% of recipients redeemed at least one coupon.

I think in general, these kinds of offerings could be boosted by tying them to third party solutions like Mobo, which allow consumers to sign up for SMS ordering at several participating fast food chains, and enables them to opt-in for coupons.

That way consumers can deal with one entity instead of signing up for a separate solution at each restaurant they frequent - and even order food while they're en route, paid for by pre-set credit card. Now that's what you call fast food.

Thanks to Branding Unbound for this entry which can also be found at: http://maverix.typepad.com/brandingunbound/2008/06/mcdonalds-revea.html

Burger King cooks up world's most expensive burger $190

http://adage.com/article?article_id=128056 This is a great example of PR and stunt marketing... thanks to Emma Hall and AdAge.

Is BK's $190 Burger Worthy of a King?
London Store Offers Customers VIP Dining Experience to Change Perceptions of Chain's Quality

LONDON (AdAge.com) -- The world's most-expensive burger -- at $190 a pop -- is not to be found in an exclusive Manhattan restaurant, but in a tiny branch of Burger King in West London. The $190 Burger from Burger King is available only on Thursdays at a single location in West London.

Yes, Burger King. Determined to show the world that it takes meat quality seriously, the fast-food chain is marketing a limited-edition gastronomic glory available once a week, Thursdays only, in this single location. All proceeds go to a local children's charity.

"The idea is to change perceptions by pushing the envelope to raise awareness of our ambitions," said Mark Dowding, Burger King's head of product and innovation for Europe, the Middle East and Africa. "We have emphasized the quality to create noise and interest in the market."

Flurry of publicity
Enough noise, in fact to draw a flurry of publicity in the U.K., stoked by Burger King's PR shop, Cow PR, and the curiosity of this Ad Age reporter.

With scaffolding outside and part of the entrance boarded up, the Gloucester Road branch does not inspire culinary confidence. It has been chosen because it's the nearest branch to Harrods and the wealthy people who shop there.

Inside, $190 burger customers, who have pre-ordered by telephone, are ushered through a red velvet rope and up some steps to a more upscale dining experience than the regular diners. There is crisp table linen and free-flowing 2003 Tapanappa Cabernet Shiraz from the Whalebone Vineyard in South Australia.

A free limited-edition bottle of Coca-Cola, declared by the attendant on duty to be worth $300, is presented on arrival -- as if the hope of a quick sale on eBay will make up for the price paid for the burger.

Made from Wagyu beef, topped with white truffles and Pata Negra ham (which owes its nutty flavor to the fact that the pigs are fed on acorns), the burger nestles in a bun spread with organic-white-wine-and-shallot-infused mayonnaise, plus pink Himalayan rock salt, and dusted on top with Iranian saffron. It is served with Cristal champagne onion straws (inspired by the "angry lobster" dish at David Burke & Donatella Manhattan restaurant) and a garnish of lamb's lettuce.

The customers' take
While I wait, I chat to some fellow customers. The first is Ireen Esmann, who won the burger in a newspaper competition. She shrugged, "It's a burger." Then she whispered guiltily, "It's very dry. The Pata Negra and champagne onion straws are nice, though."

Next up are two Leo Burnett employees (who preferred not to be named). They were sharing a burger on expenses, checking out the competition on behalf of client McDonald's. "The experience is terrific," they said, "and it's a unique occasion, but the presentation and the service are better than the burger -- the ingredients are good, but it's overrated."

Anna Martin and Bernard Coyle, both employees at Because, an experiential-marketing agency across the road, won an in-house competition to taste the world's most-expensive burger and were also on expense accounts. Ms. Martin said, "It's a nice combination of flavors. It's very meaty and you can taste the truffles. It's a treat and a real brand experience."

My burger arrives, beautifully presented, and I tuck in nervously. Mr. Dowding ("Call me chef," he said), is waiting to speak to me about the product that he has spent six months developing and personally prepared for me this lunchtime.

Not about the meat
Unfortunately the meat has to be cooked to U.K. Food Safety Standards at around 74 degrees Celsius (165 Fahrenheit), so it's overcooked by anyone's standards and pretty dry. Mr. Dowding acknowledges that he's more of a "medium" person. "But food safety and consumer protection are more important to us," he added.

So the meat's not perfect but you can really taste all the other stuff -- the mayonnaise, truffles and Pata Negra are something special. The bun is dry but the saffron coating is a new experience. I'm even finding myself convinced by Mr. Dowding's suggestion that "the saffron's aroma puts your nose in synch with your taste buds."

"Food to me is entertainment; the emphasis is on igniting the senses," he said. So far the chain has sold 30 of the burgers in the U.K. and plans to introduce the $190 burger in Spain and Germany, also for a limited period.

Coming next
Burger King's other big initiative in Europe this summer is the 6-Pack, which challenges KFC and Pizza Hut in the "sharing" category. The Angus 6-Pack consists of six mini-burgers set inside six rolls that are joined up so that consumers can tear off their own portions. There are three different types of burger to choose from -- plain, with cheese or cheese and bacon.

David Kisilevsky, Burger King VP-marketing, EMEA, said in a statement, "It has been developed as a new menu item that can be shared and enjoyed sociably amongst friends and family at home as well as in restaurant. With a summer jam packed full of tennis, football, the Olympics and cricket, the new 6-Pack is set to be a sporting success."

What McDonald's has planned
Rival McDonald's will not admit a similar move upmarket, but has hugely increased its appeal to the British middle classes with stylishly refurbished restaurants, healthier, better-sourced menus, and staff uniforms designed by Bruce Oldfield -- a favorite of Diana, Princess of Wales, Queen Noor of Jordan, Faye Dunaway and Angelica Huston.

The modernized restaurants, a cheerful homage to the classic Danish designer Arne Jacobsen, are showing an average sales uplift of 6%. The modernist setting, combined with organic milk, Rainforest Alliance-certified coffee, free-range eggs and "locally" sourced produce, have made the middle classes feel more comfortable at McDonald's without alienating its traditional customer base.

Aspirational eaters can also bask in the kudos of McDonald's new U.K. head of food, Mike Faers, who has worked with the Roux brothers and done time at two of Europe's most-celebrated restaurants, Le Gavroche and Le Manoir aux Quat'Saisons. He is currently developing the "M," a more fanciful burger, where "the beef is the hero."