Burger King’s recipe for "storymaking"

Stephen Whiteside

This event report outlines Burger King's approach to "storymaking", which is a distinct approach from the more traditional "storytelling" pursued by brands.

Burger King's recipe for "storymaking"

Stephen WhitesideWarc

Storytelling enables marketers to construct compelling narratives which can start new conversations and reshape perceptions of their products.

But in the social-media age, when consumers are airing their views about goods and services on platforms like Facebook and Twitter around the clock, this process frequently fails to make a tangible impact, as shown by the huge number of brand hashtags that vanish without a trace.

In response, Burger King has actively embraced "storymaking" – an idea premised on contributing to discussions which have organically gained traction on these properties, rather than trying...

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