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[August 24, 2014]
Burger King's more sensitive side [Campaign Middle East]
(Campaign Middle East Via Acquire Media NewsEdge) When news of Robin Williams' demise began circulating in social media last week, Burger King marketers promptly called Twitter's headquarters to pull a Promoted Trend. The national ad, which typically costs more than $200,000 a day, was part of a larger endeavour to promote the quick- serve brand's chicken fries product.
A Burger King representative said that this was "out of respect for Robin Williams and his fans." Shortly after the actor's death, hashtags such as #RIPRobinWilliams and #Mork became national trends. Burger King didn't take long to decide that advertising fried poultry around such a tragic topic made for bad marketing.
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