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Burger King’s associate with My Space
Posted by Joël on May 17, 2006
This is a mistake on the part of BK. My daughter just forbid all of her children to be on MySpace. 60 minutes just did a piece on this, and found many child predators. This is not a good brand relationship at all. There are better places to achieve relationship marketing, and I am sure this will have a negative impact on their brand. What do you think?
Although I understand your point of view, I would have to disagree with you. First of all, Burger King is not the first major brand to associate itself with MySpace. In fact Pepsi, Toyota, Circuit City and Coca-Cola have all made use of MySpace to attract online audiences. Secondly, representatives from the social networking site have indicated that the site has reportedly, in response to a point you alluded to, removed over 200,000 profiles from its site and have hired security personnel to oversee the site. Lastly, BK is not targeting teenagers per se. Rather, they appear to be targeting the 18-30 male demographic, as they have offered downloads of Fox’s ‘24’ – a popular show among that demographic.