Dave ChaffeyThe RACE marketing model can be used as a framework to consider the goals of both integrated digital marketing strategies and shorter-term campaigns as shown by this digital marketing campaign example featured in Chapter 1 of Digital Marketing Strategy: Implementation and Practice.
The aim of the campaign was to use online ads to Reach the target demographic to highlight their offer compared to the competitors with the motto “After all, flamed grilled is always better”, digital interactions (Act) were encouraged through a feature in the Burger King app. They integrated a feature in their app that allowed users to scan any ad of the competition and burn it in the virtual world using Augmented Reality. Conversion to sale was encouraged (Convert) since users of the feature could get a free Whopper, encouraging trial and future purchases. Longer-term engagement (Engage) was encouraged by use of a mobile app, BK Express, specifically developed in Brazil enabling any customer to pre-order and avoid queues. The campaign aim was to achieve ½ million app downloads and online voucher redemptions.
You can read more about this campaign on The Drum.
