February 7, 2009 2 Comments
I’m no junk food addict, though I enjoy the occasional guilty indulgence every once in a while. So why is it that all of a sudden I have a burning urge to try a Burger King Angry Whopper?
Because they’re daring me to, that’s why. *(update – see below)
Many urges and motivations drive buying decisions. But one which (I think) is underestimated is The Dare.
I want to prove that I can handle those jalapenos, that hot sauce – I want to feel the burning sensation but show that I can take it. In short, there are 1001 different burger combos out there, but this one is Angry, and it’s throwing down the gauntlet. If Arby’s was promoting a Gentle Sandwich, no matter what the ingredients, I wouldn’t be inclined to take up the “challenge.”
One ski resort in Vermont has taken hold of this marketing angle for years, with their bumper sticker. Sure, there are plenty of challenging slopes around. But Mad River Glen is daring you. And, by turning their visitors who have “taken the challenge” into mobile billboards, they are enticing you to take the dare.
Is there anything daring about what you offer? Are you stuck in “pretty please??” mode, or do you have a dare to issue?
I did take the dare last week, and had an Angry Whopper. In fact, it was a Double (boy, did I hear about it later from my better half!). And you know what? It was pretty good. Spicy hot. Angry. Nice…