CP+B have teamed up two of their clients in Microsoft and Burger King to create a campaign called King Of The Road, where they’ve sent the king on a 28 day (content creation) mission to deliver almost 3,000 Microsoft Kinect packs through everything from scavenger hunts in NYC to straight up giveaways to people who buy burgers in random towns, every 15 minutes.
They’ve decked out the royal bus that drives the king, plus an entire CP+B crew who are developing BK content non-stop for the entire trip. The crew create daily videos for YouTube, blog posts on Tumblr, a variety of tweets, foursquare check-ins, Facebook updates, Flickr photos, and even a little big of Stickybits action. More than anything, this campaign is about developing social content!
Seems like a great integrated promotion…but when looking at the youtube vid’s and seeing the number of views, I was surprised how few (relatively speaking) they had.
Does this mean its not working? surely a MS and BK branded intiative of this scale would have expected 100,000′s – or is the success/usage being measured else where.
Would like to see the review on this intiative after its complete, will make interesting reading.
Hey Mate,
Completely agree… The more content they post, the more it dilutes the total views, but to be honest, I’m not sure the content is unique enough to draw big traffic.
Love the idea, the content, the execution, but even their 500,000 fans are only delivering 20-30 comments per post.
Yeah. Good exercise in SM but the idea itself is not that riveting. They needed people doing more crazy stuff to earn one big f***-off prize.