Burger King and Cinnabon Chomp Down with an Ironclad Mobile Banner Campaign

May 31, 2016
By: Marissa Camilli

Encouraging customers to taste new menu items, travel to local stores and engage crossover marketing strategies has encouraged the collaborative banner campaign between Burger King and Cinnabon.

BK/Cinnabon Partnership

Burger King’s lucrative partnership with Cinnabon may have been around for a couple of years, but the duo deserved more visibility. The newest mobile banner ad campaign promotes Cinnabon’s contribution to the team, highlighting pastries to die for. Sure, Burger King might have already offered delectable deserts, but its attribution to Cinnabon’s target marketing should be noted.

Cinnabon, itself, leads a crowd of sweet-lovers hankering for new, warm, doughy options. Moreover, its crossover market of accessibility prioritizing food-goers makes it the perfect candidate for a mobile banner strategy. The mobile banner ad campaign hit off with ESPN’s mobile site. By most, it was considered meaningful, smart and incredibly thought-out.

Where’s the Target At, Anyway?

The world of mobile advertisement is tight. That said, wiggle room does exist when targets are accurately hit. ESPN viewers feed upon food ads, and they’re frequently a smartphone-enabled bunch. Really, who leaves the couch sans a kitchen or bathroom break? Burger King’s prioritization of mobile, in such a case, was a match made in heaven. Its mobile ad campaign, even when targeting those not enjoying Cinnabon, still targets a mood, mindset and flexibility.

As for the banner, Burger King took quite a bit of time honing its fresh offer imagery. Since orders aren’t selectable from the ad, roughly 50 percent of users, presumably, would go unfulfilled. However, due to the ad campaigns’ handheld aspect, plenty of viewers still took part in the crunch.

It Doesn’t End There

Successful mobile advertisements don’t leave viewers hanging. For this reason, Burger King’s mobile banner scheme utilized location-based services and direct links. When pressed, Burger King’s mobile banner directs users to its mobile site—which, in turn, asks for GPS location permission. While an option, clicking “OK” reveals significantly more information about Burger King’s Cinnabon Minibon Rolls. It lists nearby locations. Because Burger King’s website is already decked out with sign up options, menu options and calls-to-action, the banner add serves as an entryway for ongoing engagement.

Email & SMS, Too?

Yes. Burger King hasn’t missed a beat in its advertising heart. Users browsing options via its ads are met with SMS and email programs. Each program, while seemingly typical, succeeds in offering fantastic discounts, coupons and additional location-based services. In mobile marketing, follow-up services frequently hold similar importance.

While other providers certainly mock up the mobile banner game with style, Burger King’s approach surpasses expectations with innovation. Likely, its banner campaign will persist across other channels. Mobile advertisement has always been an all-for-one deal, wherein each channel entryway expertly ties the web’s loose ends. Burger King’s strategy is an ironclad one—and it’s been built for ironclad stomachs, all the same.


Marissa Camilli
By Marissa Camilli
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