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...