Restaurant chains see a natural ebb and flow of customers across the day, peaking at mealtimes and subsiding in between. So anything that can help drive footfall at quieter moments is going to be a bonus. That's one of the reasons Burger King took the plunge with a digital out-of-home campaign, using more than 100 digital panels at 13 locations across London.
The brand's marketing has sought to fulfil two functions. One is creating engagement around the brand, with digital channels featuring strongly, traditional media rarely, and in this "we are quite far ahead" according to Renato Rossi, VP/Marketing UK...