Winners & Shortlists

LAST COMMENT

TitleLAST COMMENT
BrandBURGER KING
Product/ServiceBURGER KING
Category A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company BUZZMAN Paris, FRANCE
Advertising Agency BUZZMAN Paris, FRANCE
Credits
Name Company Position
Georges Mohammed/Chérif BUZZMAN Ceo/Creative Director
Thomas Granger BUZZMAN Vice President
Julien Levilain BUZZMAN Associate Director
Pierre Guengant BUZZMAN Account Manager
Loïc Coelho BUZZMAN Account Executive
Pierre Olivier Dezeque BUZZMAN Art Director
Julien Scaglione BUZZMAN Head Of Social Media
Thomas Schmitt BUZZMAN Social Media Manager
Bérénice Charles BURGER KING Marketing Project Manager
Carole Rousseau BURGER KING Marketing Project Manager
Anna Perrin BURGER KING Marketing Project Manager Assistant

The Brief

Burger King is coming back in France after 15 years. A discreet comeback generating lots of rumors among the consumers but also within the press and the media, to the point that openings of restaurants became their only preoccupation. So how to create engagement on a Facebook page with a small fan base when Facebook’s new algorithm disadvantages publications with no media support?

Creative Execution

The openings of restaurants became the only preoccupation of the fans. So to trigger engagement and recruit new fans with no media support, we decided to give them what they want the most. a chance to make Burger King open a restaurant in their cities just by commenting on a Facebook post. By doing it so, we found the best way to engage our fans and amplify the visibility of the brand on the platform. Moreover, it was an easy way for Burger King to know where to develop next.

Describe the creative solution to the brief/objective.

We gave the fans what they wanted the most: a chance to make Burger King open a restaurant in their cities just by commenting on a Facebook post. But if you wanted to win… you needed to be the last one to comment!

Results

+1 300 comments (still counting) in only 24 hours +65 000 people reached with a 4.5K fan base and no media support … and an easy way for Burger King to know where to develop next