1. What are Burger King’s communication objectives for its target audience?
2. With its focus on the “super fan,” does BK risk alienating other customers? What are the implications of this?
3. Why is viral or buzz marketing effective? Analyze the design of the Subservient Chicken Web site’s message, including content, structure, and format. What can you conclude from this analysis?
4. Do the TV and viral elements of BK’s campaigns work well together? What additional elements and media might Crispin add to the integrated marketing communications campaign?
5. What other recommendations would you make to BK and Crispin to help them improve the integration of Burger King’s promotion mix?

In early 2004, as Burger King’s CEO Brad Blum reviewed the company’s 2003 outcomes, he decided once again that he had to do something to spice up BK’s bland performance. Industry leader McDonald’s had just reported a 9 percent sales jump in 2003 to a total of $22.1 billion while number-two BK’s U.S. sales had slipped about 5 percent to $7.9 billion. Further, number-three Wendy’s sales had spiked 11 percent to $7.4 billion, putting it in a position to overtake BK.