Title	OPENING CONSTRUCTION PANELS
Brand	BURGER KING
Product/Service	FAST FOOD
Category	B03. Use of Social Platform(s) in a Promotional Campaign
Entrant Company	BUZZMAN Paris, FRANCE
Advertising Agency	BUZZMAN Paris, FRANCE

Name	Company	Position
Bérénice Charles/Carole Rousseau	BURGER KING	Marketing Directors
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/Pierre Cognard/Ugo Guillermo	BUZZMAN	Creatives
Pierre Guengant	BUZZMAN	Account Director
Loïc Coelho	BUZZMAN	Agency Manager
Pauline Bouvet	BUZZMAN	Account Executive
Julien Scaglione	BUZZMAN	Head of Social Media
Thomas Shmitt/Loris Bernadini	BUZZMAN	Social Media Managers
Cyril Paglino/Clara Bascoul-Gauthier	BUZZMAN	Communication and PR Managers

The Brief

Burger King’s objective with this promotional campaign was simple: make everyone know that they were opening a new restaurant. Indeed, the brand has to face a huge impatience from its fans since they came back to France after 15 years of absence and has to make its marks in an extremely competitive market. So to be efficient and visible to the largest audience possible with no media investments, we tried to be smart and exploit what we had: boring construction panels and tweets from fans complaining about the brand which doesn’t go faster enough for them.

Campaign Success

This creative execution was a great answer to Burger King’s ambitions for a restaurant opening as we succeeded in turning a local and boring construction panel into a viral and national event. Indeed, thanks to our personalized and funny answers on our local panels we had a strong resonance in the cities where we opened our new restaurants and everyone there have been informed of our coming soon. But it didn’t stop there and our action became viral after we posted it on our own social networks and when the major medias and blogs in France started to talk about it. In the end, each of our openings succeeded in making a lot of noise and helped us build a strong relationship with our consumers and make them appreciate this particular tone of voice, always funny and a bit cheeky, which is now proper to us.

Describe the success of the promotion with both client and consumer including some quantifiable results

Without paid media, the campaign has been the most retweeted in France in 2014 with more than 150 000 retweets, 25 million contacts reached on the social networks, a huge media coverage letting everyone in the country knows that we were opening new restaurants and more than 5.4 million euros in earned media. The reception of the campaign was then extremely good and everyone, fans or not, have been amazed by our actions and seduced by this particular tone of voice henceforth owned by Burger King. Since the campaign was launched, our fans’ communities on Social network massively grew (+1 494% on Facebook and +543% on Twitter). But more importantly, people rushed to our restaurants. Today an average Burger King restaurant in France serves twice as many meals every day than one of its competitors.

Explain why the method of promotion was most relevant to the product or service

The “Angry Tweets” campaign has been thought as a promotional campaign for each of our restaurant openings. Indeed, in an extremely competitive and saturated market (with more than 2000 fast food restaurants in France and 150 opening every year) and with the absence of a budget to make its mark, we really needed to do something special to make everyone know that we were opening a restaurant. We then decided to exploit what could have been a weakness, our fans’ angry tweets asking to open faster more restaurants, and trash talked them back directly on the construction panels of our new restaurants. And here is how we created the first billboard campaign fuelled with trash talking consumer’s tweets.