Burger King launches £35 book of e-vouchers

by Gemma Charles, marketingmagazine.co.uk 21-Jan-09, 11:25

LONDON - Burger King has launched a viral e-voucher booklet offering consumers a total of £35 worth of discounts across every meal of the day.

The fast food giant's is offering ‘buy one get one free' on a range of burgers including its Angus, Whopper and Bacon Double Cheeseburger.

In a bid to attract families where its arch rival McDonald's is traditionally stronger, it is also offering free kids meals with an adult meal.

Consumers can also take advantage of a number of Burger King morning offerings such as a free drink and hash browns with any breakfast butty purchased.

The initiative, which is flagged up on burgerking.co.uk, is the latest in a long line of aggressive voucher promotions by the chain and the first for the new year.

Comments

Oli Felstead - 23/01/2009

Whilst it is great to see Burger King using online coupons to woo hesitant customers into their restaurants, today's economic climate means that marketers must ensure they limit their promotional liability if they are to avoid a campaign catastrophe. Using secure printable voucher technology, marketers can leverage the reach of a viral campaign without losing control of promotional exposure by limiting the number of vouchers printed by each individual computer as well as in total, across all online media. This technology also prevents the voucher from being viewed on screen and saved as a file, reducing the potential for opportunistic consumers to upload and "edit" the voucher in graphic applications such as Photoshop or Adobe Illustrator or attach the file to an email to family and friends. Furthermore, advances in printable voucher technology now provide a real insight into consumer response as well as increasing foot-fall in-store. New concepts such as video vouchers offer retailers the chance to engage consumers further by showing them flash video creative prior to printing a voucher. Without doubt, internet print-at-home vouchers can be a highly effective method for brands and retailers of all sizes to engage with their customers and drive in-store sales if correctly harnessed. The use of secure printable voucher technology gives retailers a tangible, quantifiable, measurable way of achieving direct consumer to brand interaction all within a safe and controlled environment. Oli Felstead, www.couponstar.com