Six months after the successful launch of Burger King in Cape Town, Atmosphere and King James were tasked to launch Burger King (BK) in Gauteng – the heart of the over-saturated fast food industry in SA. The brief was not easy – get customers simultaneously into three restaurants across Gauteng so as to deliver combined sales of at least 3000 burgers on the launch weekend, while making the Whopper, Burger King’s signature burger, the hero of the campaign.
It kicked off with thousands of uniquely numbered WHOPPER® replicas hidden all over the city - from billboards to bookstores to among toys in claw machines – even at the bottom of a hotel swimming pool. The first lucky few to post a ‘selfie’ with their unique WHOPPER® could claim a real one on launch day. Excitement mounted and WHOPPER® fever gripped Gauteng. The more ‘selfies’ posted to our central hub, www.whopperyourselfie.co.za, the more the news spread. Within two weeks, 2000 unique numbers were claimed and 3000 hopefuls submitted their ‘selfies’. This led to more than two million media impressions across Facebook and Twitter, and BURGER KING® SA trended on launch day, 1 February 2014. Fans flooded to the three restaurants, which lead to other consumers wanting a piece of the action. The snowball effect caught the attention of the media and the editorial coverage drove further visits to the restaurants.