The “Scary Clown Night” campaign by Burger King in 2017 serves as a prime example of the power of zero prices in driving customer engagement and sales. During Halloween, customers who visited a Burger King restaurant dressed as clowns were offered a free Whopper burger. This creative promotion resulted in over 110,000 clowns participating and a reported increase of 15% in world sales for Burger King.
This campaign highlights the effectiveness of the zero price effect, which is a phenomenon where people place a higher value on a product or service when it’s free, regardless of its actual value. The perception of a free item as having low or no cost and no risk makes it more appealing to consumers.
In this case, the free Whopper burger was a powerful incentive for customers to visit Burger King restaurants, leveraging the zero price effect to drive significant traffic and increase sales. This demonstrates the impact that zero prices can have on customer behavior and the importance of understanding their power in driving business goals.
Whether through creative promotions like the “Scary Clown Night” campaign or other marketing initiatives, zero prices can be a valuable tool in influencing customer behavior and achieving success.
Cover credit: https://www.adsoftheworld.com/campaigns/scary-clown-night
