Burger King (Kids Club)

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Burger King barely avoided the The Distillery’s Hall of Shame. But as is said in Isaiah 11:16 (KJV), …and a little child shall lead them. And therein BK only barely avoids The Distillery’s i-media and immediate damnation. There is essentially nothing noteworthy at the primary Burger King site, but things change when we look at the Burger King Kids Club.

I am pleased that once you get past the first page, all other pages clearly state, Hey kids, this is advertising. Granted, that very likely does little good with the vast majority of kids visiting that portion of BK’s site being quite young. Their brains are not yet cognitively developed enough to comprehend the warning’s meaning. That development does not fully occur until the age of 10-12 years old. (And that is why some countries ban any form of advertising to children under certain ages entirely.) But still, it is a step forward from times past for Madison Avenue and American marketing.

Beyond the unavoidable advertisement for an upcoming kids’ movie, where there just happens to be no warning for kids at all, we find Honbatz. At first glance, it appears innocent enough and offers a few fun things for kids to do, but interlaced is advertising which simply should not be there. Kids’ meals and Burger King screen savers and wallpapers simply do not go together. This is the sort of advertising, regardless of its placement, that gives marketing a bad name.

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2 Responses to “Burger King (Kids Club)”

  1. amc Says:

    Umm, it is burger king’s web site. It is one big advertisement. Dunno, just my thoughts.

  2. SippinWhisky Says:

    Yes, it is just one big ad. However, and I am not fully up-to-speed on all current research, that does not cut it on the internet. It is a presence, and nothing more. I have seen single-page sites that offer better (i.e., more effective in turns of eventual sales) presentation of the firm and its products.

    If you look through the site, I think you will find some companies understand the net is quite the opportunity to more fully connect not only to consumers, but also current customers. (Yes, there is a difference between the two.) Maybe you cannot help but to see an internet promotion as with TV, but you do get those customers actually looking for your product. And, you can fully engage their attentions. That cannot be done in 30 seconds, as a rule.

    When I think of the internet and the best of advertising one sees on it, I am reminded of the old joke about knowing one-half of your advertising dollars are being wasted, but not which half. So, a firm ends up spending twice the money truly necessary. Online however, and it is an interesting question to ask, does that ratio change?

    Also, do internet viewers of firms’ web sites begin to compare across them, consciously or not? If you have not yet done so, take a good look at the Rolex site. Find the elephants. And although entirely different products, might you not then see the Burger King site in even less a positive light?

    So, when Burger King offers its clearly “one big advertisement,” are there any warm and friendly feelings developing, with those being the sort of feelings marketers know tend to translate into better sales and even goodwill. In fact, after seeing Burger King’s site, I am less inclined to go there. That site may even be doing Burger King more harm than good–aside from more kids begging mommy and daddy for more movies and toys.

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