The slider controls on a new Burger King site say it all: You can choose the level of "fun," "food" or "king" you want in your online experience.
The site, now in beta, lets you prioritize what entertainment or information elements you want access to at any time.
The site, from Crispin, pre-sets for fun, not surprisingly, though I'm not completely sure many site visitors are going to care as much about a link to a "Simpsonize Me" app or the Burger King/Seth McFarlane web comedy (though the "Angry Gram" app that lets you send a mean Whopper to recipients is fun) as they are to special offers, but hey, the site fits nicely with BK's irrerant "superfan" clientele.
The site comes from Crispin, Porter + Bogusky, which has made a name for itself - and Burger King - through quirky digital initiatives that have demonstrably boosted sales, in some cases, 10% or more.
(Sidenote: Ales Bogusky offers many insights into CPB's approach to helping Burger King conquer the world in my new book, THE ON-DEMAND BRAND; click on the link below to find out more.)
Whatever your feelings about BK, take a look at the site as it does point to a new model of customizable user interfaces - which is, after all, one expression of the on-demand brand.
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