Burger King’s spring TV campaign promoting its menu revamp promised, “Exciting things are happening at Burger King.” And it appears that excitement was measurable.
YouGov BrandIndex, which charts consumer perception of brands, says Burger King’s celebrity campaign had a dramatically positive impact of both men’s and women’s views of the chain. Men responded favorably to TV spots with Aerosmith front man and American Idol judge Steven Tyler.
YouGov BrandIndex interviews 5,000 people each weekday from a representative US population sample. To determine a Buzz Score for a brand, it asks, “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Scores range from 100 to -100 and are reached by subtracting negative feedback from positive. A score of 0 means equal positive and negative feedback.
At the beginning of May, women’s Buzz Score on Burger King was 64 and just 34 for men. The top national QSR chain average was 57. But by May 16, when Tyler’s ad was airing, Burger King’s men’s Buzz Score jumped to 60.
At that point, Burger King switched from Steven Tyler to a commercial for its new smoothies, with soccer legend David Beckham making his second commercial appearance. When a rogue blender splashes Beckham’s shirt, a crewmember suggests he remove it. Other women in the store quickly agree that that’s the best thing to do before the manager nixes it. Even so, Burger King’s Buzz Score among women went from 65 to 76, YouGov BrandIndex says.
Burger King’s Buzz has settled back now at 50 for men and 69 for women, both above where they were before the campaign. It will be interesting to see if this week’s BBQ campaign for Burger King elicits the same passions.