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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
1953
At the end of FY
year 2013, Burger
King had over:
13,000
79
66%
99%
Outlets
Countrie
s
In US
Franchisee
s
Situational Analysis
How 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!
Burger king whopper sacrifice campaign
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
Unfrien
ds
One 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!

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Burger king whopper sacrifice campaign

  • 1. 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?
  • 2. Burger King is a global chain of Hamburger fast food restaurants!Established in 1953 At the end of FY year 2013, Burger King had over: 13,000 79 66% 99% Outlets Countrie s In US Franchisee s
  • 3. Situational Analysis How 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!
  • 5. 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 Unfrien ds One 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.
  • 6. 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!
  • 7.  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!
  • 8. 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.
  • 9. 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