G IHT NIS A?HT IS G ERN IDE I O SUM R THE E NSUM O CON D T TC A VE LE H A W HMIGHT
TO A BK FAN... > A WHOPPER IS WORTH MORE THAN 10 FACEBOOK FRIENDS
IT WORKS BECAUSE, FACEBOOK FRIENDS are increasingly losing their worth.
“ Facebook is an amazing way to keep current with your friends, but it’s becoming more of a popularity contest with how many friends you have as the barometer,” -- Bryan Gies, Burger King VP Marketing
To the point that they may only be worth 37C ERE E TH AL O S LLHE
WHAT WAS THE BIGG IDEA BI IDEA TO THIS CAMPAIGN?
AGGRESSIVE AND BOLD REQUEST TO GET CONSUMERS TO REMOVETHEIR FACEBOOK FRIENDS, juxtaposed against the intial intention of Facebook
COMPANIES ARE ALWAYS ASKING CONSUMERS TO + add AND NOT, - delete
AMOUNT OF TIME AMOUNT OF TIMETHINKING ABOUT WHO TO DELETE = THINKING ABOUT BURGER KING
It takes effort on their part to thinkhard about who to delete and at the same time, they are thinking about the Whopper they will be getting out of deleting friends. Giving the brand the exclusive airtime.