PROVOCATION-BASED PR STRATEGIES OF BURGER KING

This article explores the key marketing strategies of the worldwide famous Burger King company. The focus is on campaigns based on provocation, i.e. attracting the attention of a potential consumer in unusual ways aimed at obtaining an immediate reaction. There are three main directions of Burger King's provocative strategies: unusual use of social networks, work with competition and the use of provocative imagery in advertising. The theoretical and practical benefit of the study lies in the possibility of applying the obtained results to create effective marketing campaigns for other companies, as well as for further research of provocative marketing in general.