The Brief

The objective of this campaign was to promote the Whopper Jr New Flavor series. Study found that BK customers were exceptionally loyal, especially to the original whopper. They were less likely to try something new. It made it difficult for Burger King to sell the New Flavor Whopper Jr series. Our goal was to make sure that existing customers would break their norm and try the new flavor burger.

Creative Execution

By telling people it was good to be unfaithful, we encouraged them to break their norms and tried our new flavor burgers. It was further enhanced with the free trial e-coupon. The whole campaign was done in Facebook, where our targets (20-30 years old) were most active. By encourage them to change their relationship status, we created hot talks among their friends and further pushed the campaign forward.

Describe the creative solution to the brief/objective.

So it made sense to tell them that it was good to be unfaithful. We wanted to tell it in an interesting way. So we asked people to keep dumping their boyfriends or girlfriends, than showed us the changed relationship status in our Facebook page. People who changed relationship often will be rewarded a free trial e-coupon. The one who changed the most will be rewarded an Ipad. We expected more than half of the 11000 fans in our facebook at that time would response to it.

Results

After a month of the promotion, the total sales of the new flavor doubled that of the original Whopper. More than 12000 photos of relationship status change were uploaded, which exceeded the total number of fans (11000) in our page