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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*”
What would you do for a free WHOPPER®?
“Would you slap the Police?
Would you ditch the Girl you love?
Would you go so far as to turn your back on friendship?
Burger King is a global chain of Hamburger fast food
restaurants!Established in
1953At the end of FY year 2013, Burger King had over:13,00
0
79
66%
99%
Outlets
Countries
In US
Franchisees
Situational AnalysisHow much would a company have to pay in
order for you to publicly denounce ten of your friends?
Most branded applications have relied on the standard practice
of forcing virality through
These ‘happy go lucky’ campaigns
quickly loose their
effectiveness! Friend requests + gift
exchanges! =Users are encouraged to grow and nurture their
online friendships.
Came up with a New
Concept!
Facebook users were asked to download the “Whopper Sacrifice” widget into their Facebook page. In the widget,
users were then asked to “unfriend” or “sacrifice” 10 of their friends.
10 Unfrie
ndsOne Whopper Coupon!
The campaign was “live” in early January of 2009 and is considered one of the best examples of how to create positive brand engagement and viral marketing through
Facebook.
When one would delete a friend, that now deleted friend
would receive a notification that he or she had been
“sacrificed” for a whopper & Vice Versa!
Burger King’s ground breaking “Whopper
Sacrifice” campaign used Facebook as a way to build a better relationship with
customers –and drive sales.
Burger King tied the coupon to an incentive that
would, in a small way, improve customers’ lives. Burger King offered customers a coupon for a free Whopper –provided
that they first cleaned up unwanted friends from their Facebook account.
Strategy
They used the coupons to track ROI.
Burger King helped motivate
people to improve their Facebook account, and
customers got a deal on a Whopper!
Results By the time the campaign ended, over 200,000 friends were sacrificed by over 80,000
Facebook users in slightly over one week.
After a week of the campaign over 233,000
people had been sacrificed from Facebook
for whoppers and the social media site took action by blocking the
campaign over breaches of privacy.
Learnings Free stuff is a great motivator Witty text copy is hugely
important Specific to the target
demographic Old fashioned PR still works
best for original concepts Focus on original concepts
Push social concepts
Don’t Sacrifice me!!
By,Soumya
Mukherjee