| Title | THE NO LIKE BATTLE |
| Brand | BURGER KING |
| Product/Service | FAST FOOD |
| Category |
F01. Engagement Platform |
|
Entrant Company
|
BUZZMAN Paris, FRANCE
|
|
Advertising Agency
|
BUZZMAN Paris, FRANCE
|
Credits
| Bérénice Charles/Carole Rousseau |
BURGER KING |
Marketing Project Managers |
| Sandrine Gelloz |
BURGER KING |
Marketing Project Manager Assistant |
| Georges Mohammed-Chérif |
BUZZMAN |
President and Creative Director |
| Thomas Granger |
BUZZMAN |
Vice-President |
| Julien Levilain |
BUZZMAN |
Associate Director |
| Mickael Krikorian/Victor Sidoroff |
BUZZMAN |
Copywriter and Art Director |
| Pierre - Olivier Dezeque |
BUZZMAN |
Art Director |
| Gabriel Palut/Yohan Benazzouz |
BUZZMAN |
Art Director and Copywriter Assistants |
| Pierre Guengant/Loïc Coelho/Pauline Bouvet |
BUZZMAN |
Account Managers |
| Julien Scaglione |
BUZZMAN |
Head of Social Media |
| Loris Bernardini/Elodie Schalk |
BUZZMAN |
Social Media Managers |
| Clara Bascoul-Gauthier/Emilie Pereira |
BUZZMAN |
Communication/PR Managers |
Creative Execution
The 24th of November, we created a post on our Facebook page offering a free Whopper for the people who commented the post … but only for the Fans which could get NO like on it.
We directly challenged our fans and asked them to fight one against the other for the love of the Whopper. They had to modify their instinctive behavior on social networks (getting more and more likes) and try to convince the other ones to NOT like their comment.
So far, we still haven’t our winner as no one succeed in remaining the only one without any like on its comment.
In 24 hours and with no media investment, we received more than 4.000 comments (corresponding to 10% of our total fan base at that time) all instantly liked by our Fans.
The reception of this post was extremely positive and our fans shown us a surprising creativity and malice to get their free Whopper.
Today the post has reached more than 300.000 people on Facebook and it’s not over. Our Fans are still trying to win!
After 15 years of absence, Burger King came back to France 2 years ago and its return generated a huge enthusiasm from its fans.
Our main objective was to maintain this excitation and make each of our speaking time a real event for our fans. To do so, we adopted a Social oriented strategy in order to engage our fans in all our communications.
The “No Like Battle” was lead by this ambition as we wanted to maximize our fans’ engagement (despite if Facebook discriminates the unsponsored publications), enlarge our community and prove that we didn’t need a huge reward to get our fans involved (all they had to win was a free Whopper).
The massive engagement we had with this post and our fans’ craziness to prove us how far they’d go for a whopper proved us how right we were with this strategy.