Brief Explanation

Other marketers fall over themselves to build customer loyalty. But Burger King’s problem was the exact opposite: Customers were too loyal to the original whopper. It was a real challenge to extend our product range. When we launched our new-flavour Whopper series, we stated that it was good to be unfaithful. We encouraged people to keep changing their girlfriends or boyfriends then post screen caps of their facebook relationship status changes on our fan page. Frequent status changers received free trial e-coupons. And we rewarded the most unfaithful with an iPad. And sales of our new flavours kept on climbing. Being unfaithful had never been so rewarding.