The Brief

6 new Burger King Whopper flavours were being introduced – a confusing amount for consumers. So we were asked to make it easier for them to choose a flavour. We helped Burger King pioneer a handwriting technology that accurately selects the perfect Whopper for consumers’ characters.

Creative Execution

One of facebook’s most popular pastimes is its many psychological tests. We made use of the programming mechanics in facebook apps, which can access users’ date of birth, to guarantee the 100% accuracy of the personality test results. This simple trick was the first ever and most users were amazed by the analysis. Burger King campaign is famous for its edgy and unexpected elements. Our innovative use of facebook programming not only created interest about the Whopper, but also helped build the brand in Hong Kong.

Describe the creative solution to the brief/objective.

To capture visitors’ interest we created a handwriting test app on facebook that promised to “reveal your true character. 100% accurate”. After installation, the app asks users to write the word “whopper” using their mouse. Then a celebrity fortune-teller analyses their handwriting to reveal their true character. After that, a perfectly matched Whopper flavour is suggested. So how can we guarantee 100% accuracy? Well, not by analysing handwriting. In truth, as soon as the user agrees to install the app it accesses their date of birth. Then, using a typical Western zodiac template, it displays the user’s character with uncanny precision.

Results

• 50,387 facebook users installed and played the test within just two weeks. • Most were amazed by the 100% accuracy of their character analysis and shared their results with friends via facebook newsfeeds. • Record-breaking sales of Whopper meals resulted, as we rewarded players with a special offer redemption coupon. And we ensured that The Whopper left a lasting impression on the people of Hong Kong.