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Example of Social Media Marketing. A study of the Whopper Sacrifice Facebook application campaign. Overview of the application Video of Whopper Sacrifice Ad campaign details Conversations Conclusion
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New Media Consultants & Trainers
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Social Media MarketingWhopper Sacrifice
Natasha D’Souza
www.virtualeyesee.com
www.virtualeyesee.com
© 2009 Virtual EyeSee
Whopper Sacrifice
Confidential
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What would you do for a free WHOPPER?
“What would you do for a free WHOPPER®? Would you insult an elected official? Would you do a naked handstand? Would you go so far as to turn your back on friendship? Install WHOPPER® Sacrifice on your Facebook profile and we'll reward you with a free flame-broiled WHOPPER® Sandwich when you sacrifice 10 of your friends*”
3Confidential
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Whopper Sacrifice Application
4ConfidentialFlickr ubermore
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De-friend 10 friends
5ConfidentialFlickr ubermore
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One more to go
6ConfidentialFlickr ubermore
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Well Done
7ConfidentialFlickr ubermore
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Your Burger is on it’s way
8ConfidentialFlickr flow14
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Wall
9ConfidentialFlickr magerleagues
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http://www.whoppersacrifice.com/
10Confidential
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I traded Michael for 1/0th of a Whopper
11Confidential
See Video
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Details of Ad. campaign
12Confidential
Facebook Application No other promotion used After 2 days traditional media picked up on this,
stats hit the roof Pulled campaign within 9 days used by 82,000 people to delete over 230,000
friends Goal 25k coupons, 23k coupons used App. developed by Refresh Partners and
Crispin Porter
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Conversations
13ConfidentialFlickr Mike Monteiro
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January 9th 2009
14ConfidentialKatherine Glover
“I think it’s pretty hilarious and brilliant. The idea is so ridiculous that people hear about it and immediately want to tell someone else, whether or not they participate. My Facebook friends have been joking around about sacrificing each other all day.
And you don’t actually need to make your friends hate you; the loophole is obvious. You de-friend ten people, entertain them with the “So-and-so has de-friended you for a free Whopper” notification, get your Whopper coupon, and then add your Facebook friends back the next day.
(Roy Pereira at Refresh Partners, one of the companies behind the Whopper Sacrifice campaign, confirmed in an email today that “users can always ‘refriend’ their sacrificed users.” But, he warned, “they won’t be able to ’sacrifice’ those friends again (ever).” A moot point, since users are limited to one free Whopper Sacrifice coupon anyway.)
I’d be willing to bet that some users will go with some of those same de-friended, re-friended friends to cash in their coupons at Burger King, where they’ll also spend money on fries and a drink to go along with their free Whoppers. Others won’t play the game, but they’ll still tell people how stupid it is or write about it on their blog, thus giving Burger King free publicity. Either way, Burger King wins.”
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15ConfidentialKatherine Glover
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Conclusion
16Confidential
Facebook is a social network Campaign therefore has to be fun Think beyond Facebook Ads Be creative
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References
17Confidential
Whopper Sacrifice case study
NY Times
Viral Marketing
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Connect
18Confidential
Learn about Social Media at EyeSee Follow me on Twitter Join our Fan Page on Facebook Subscirbe to our videos on YouTube Connect with me on LinkedIn
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Confidential19
Be Creative