AdAge's David Berkowitz says that Burger King may have missed an opportunity with its WhopperVirgins site, which he says is virtually impossible to find via SEO if you neglect to input the plural form.
Berkowitz, says: "Why can't consumers 'have it their way' and get to Burger King's site even if they're off by a letter? This multimillion-dollar branding campaign could have covered all its bases with a $10,000 search marketing investment. As it stands now, Burger King risks frustrating consumers instead of serving up one whopper of a video."
He suggests three areas of neglect:
The domain: WhopperVirgin.com is a parked domain filled with ads for Burger King store listings, Virgin Mobile gifts, Virgin Atlantic flights, Virgin Islands vacations and Virgin Mary checks.
Search engine optimization: The microsite doesn't appear on the first three pages of Google results for "whopper virgin" searches.
Paid search: While reviewing Google's listings over several days, there hasn't been a search ad running on "whopper virgin" queries.
I claim that all this publicity around the campaign is good for business.
Here's the :30 TV spot:
And here's the 7 minute viral video:
