| Title | LAST COMMENT |
| Brand | BURGER KING |
| Product/Service | BURGER KING |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
BUZZMAN Paris, FRANCE
|
|
Advertising Agency
|
BUZZMAN Paris, FRANCE
|
Credits
| 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 |
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?
Describe how the promotion developed from concept to implementation
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!
Describe the success of the promotion with both client and consumer including some quantifiable 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
Explain why the method of promotion was most relevant to the product or service
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.