| Title | WHOPPER FANATIC |
| Brand | BURGER KING |
| Product/Service | BURGER KING |
| Category |
B03. CONSUMER SERVICES |
|
Entrant Company
|
BUZZMAN Paris, FRANCE
|
|
Advertising Agency
|
BUZZMAN Paris, FRANCE
|
|
Production Company
|
FRENZY Paris, FRANCE
|
Credits
| Georges Mohammed Chérif |
BUZZMAN |
Ceo/Creative Director |
| Thomas Granger |
BUZZMAN |
Vice President |
| Julien Levilain |
BUZZMAN |
Associate Director |
| Mickael Krikorian |
BUZZMAN |
Art Director |
| Victor Sidoroff |
BUZZMAN |
Art Director |
| Mickael Krikorian |
BUZZMAN |
Copywriter |
| Victor Sidoroff |
BUZZMAN |
Copywriter |
| Ugo Guillermo |
BUZZMAN |
Artistic Director Assistant |
| Aurélie Femenias |
BUZZMAN |
Artistic Director Assistant |
| Pierre Guengant |
BUZZMAN |
Account Manager |
| Loïc Coelho |
BUZZMAN |
Account Executive |
| Julien Scaglione |
BUZZMAN |
Head Of Social Media |
| Thomas Schmitt |
BUZZMAN |
Social Media Manager |
| Cyril Paglino |
BUZZMAN |
Head Of Communication/Pr |
| Clara Bascoul Gauthier |
BUZZMAN |
Communication/Pr Manager |
| Bérénice Charles |
BURGER KING |
Marketing Project Manager |
| Carole Rousseau |
BURGER KING |
Marketing Project Manager |
| Anna Perrin |
BURGER KING |
|
The Campaign
This whole campaign is about using the World Cup passionate context to prove our fan’s fervor.
To do so, we built a promotion instore called Whopper Fanatic and ask our fans an impossible challenge: choose between their team or the whopper.
During the 3 weeks of competition, we then asked our fans to demonstrate that nothing can beats a whopper by coming with their favorite teams shirt while they are playing.
If they were ready to miss a match of their team for a whopper, we gave them one for free.
This was clearly a great PR example cause contrary to the numerous official sponsors that spent series of millions to be visible we had to do the same with no mass media investment and at that time only 5 restaurants in France…
We then bet everything on the potential virality, impact and resonance of the campaign.
Journalist, influencers and bloggers were then our core target and 1st receiver of our campaign. A PR kit with embroidered Whopper Fanatic scarp was then sent to them a day before the launch to get them seduced, clear and involved about our unconventional strategy during this period.
The Brief
This campaign and the dilemma we gave to our fans was set to prove their love and fanaticism for the brand. A love that is stronger than anything in the world… even to the World Cup.
Results
After 3 weeks of competition and without paying to be an official sponsor of the Fifa World Cup, we succeeded in reaching potentially more than 14 million people, get more than 38 000 shares about the campaign and obtained about 3 million euros in earned media.
Execution
The campaign run in our 5 restaurants at that time (1 in Paris, 2 in Marseille, 1 in Beaune and 1 in Reims) from the 12th of june to 13th of july 2014 only during the game’s time with no obligation to purchase and available only once per day. All people had to do was to miss the game of their team and come to our restaurants with the jersey of their team while they are playing.
The Situation
That’s a fact: Burger King fans are well known in the world for their passion and love for the brand. And after 15 years of absence, we wanted to prove that France is no exception to the rule. And to prove that for Burger King’s fans nothing can beat Burger King and its iconic Whopper, we decided to compare ourself the other most passionate and expected event in the world: The Fifa World Cup.
The Strategy
To mesure our fan’s fervor we decided to ask them this impossible challenge: chose between their team or the WHOPPER.
We built an horribly crual promotion in restaurants: WHOPPER® FANATIC to invite the supporters to miss a match of their favorite team for a whopper. If they are ready and passionate enough to do so, we gave them a Whopper for free.
During the 3 weeks of competition, from the 12th of june to 13th of july 2014, we offered our fans to come to Burger King instead of watching the 64 games of this World Cup.
The promotion turned every day in our restaurants with daily matchs (of course only during the games’ time and only to eat in), to let every supporter from every country face this crucial dilemma and prove us that nothing can beat the Whopper… not even the World Cup.