News
Burger King launches customizable Web site
July 20, 2009
With the slide of a bar, visitors to the newly redesignedBurger King Web site can choose the type of content they want to view from the BK.com home page. The company recently launched thecustomizable portal to allow consumers to focus on their favorite content.
The site gives visitors the opportunity to learn more about the brand's newest and most popular menu items, view succesful microsites or watch their favorite King videos or Burger King commercials.
The customizable feature also allows visitors to designate the type of information they want to see each time they return by moving three sliding bars left and right. For example, the home page lets visitors select for three main categories:
- Food: product innovation and nutritional information
- Fun: the latest in ads, television parodies and user-generated content
- King: all things King-related for those fans who can't get enough
Soon, guests who register online atwww.bk.comcan also receive rewards and incentives for discounted Burger King menu items and more.
"This enhanced Web site bridges the gap between what audiences see on television, in restaurants and online, bringing together the advertising and viral content that SuperFans have come to know and love from Burger King," said Brian Gies, vice president, marketing impact, Burger King Corp., in a news release. "In focus groups, consumers confirmed what they wanted — rewards and value, along with a compelling reason to stay and explore the site. The result is an interactive platform that puts the brand at their fingertips and gives them the power to tailor the site to their personal needs and interests."
Visitors can also navigate a variety of new, highly interactive features and essential nuts-and-bolts resources, including:
- The "Build a Meal" menu allows users to compile individual menu items for a nutritional snapshot of their favorite Burger King meal.
- Fans of the Whopper can mix and match the sandwich's classic ingredients to create a wide range of different Whopper sandwich builds with the "Burger Builder" feature.
- The "Restaurant Locator" features satellite functionality that shows the restaurant location via a traditional online map and invites guests to click and drag the King icon to any location, allowing them to get a King's eye view of any U.S. restaurant location.
- Visitors will be able to explore press releases, company financial and corporate responsibility information, career and franchise opportunities and much more.
Original content
The new site also ggregates the best of Burger King Corp.'s original content, from successful microsites that still attract considerable Web traffic, such as 2004's SubservientChicken.com, to the brand's boldest advertising creative. Fans can view their favorite campaigns, including "Whopper Freakout," "Pet Moustache" and even the brand's iconic King modeling for his own signature fragrance Flame.
New at ClubBK.com
Burger King also has enhanced its Web for its youngest fans, www.ClubBK.com, the brand's Web site especially for kids. The site lets kids chat with other members, customize their avatars and will soon feature a member "Buddylist", expanding the site's online communication capabilities. Visitors are also able to enter codes found on BK Kids Meal packaging for virtual rewards for their avatars.
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