To help permanently launch its Chicken Fries Burger King decided to use paid media to help push the already growing owned media of their product. It started when they weren’t offered anymore by the company. This cause its millennial demographic to be negative toward Burger King. To combat that and to get the word out about the reintroduction of Chicken Fries used paid media channels to get people to talk about it. They introduced emoji and had a teaser for put on Snap chat. Utilizing these tactic there perception in the eyes of their target demographic rose by 44% in the beginning of the campaign.