We followed an interactive, integrated and fun approach to ensure that fans of BURGER KING® SA created the noise, leading to pent-up demand for the iconic burger. Instead of sharing the news ourselves, we inspired fans to share the arrival of Burger King in Gauteng by tapping into the biggest trend of 2013/2014 – the ‘selfie’. And so, ‘Whopper Your Selfie’ was created.
The entry of BURGER KING® into SA was less than eight months before and the news value of three more restaurants in Gauteng was limited. In addition, launching three restaurants in different locations on the same day and time required a mix of media – earned and paid – as well as on-the-ground activations at three locations to ensure feet through the door.
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.
We delivered an integrated solution – consumer and business PR, influencer engagement, strong social media execution, event activation, radio pre-promos and competitions, as well as out-of-home advertising.
Positive media coverage valued at R3.3m (1:1) over 2 weeks with 134 on-message media clippings in local media
94% of the coverage was positive towards BURGER KING®
30 000 new Facebook fans, which represents a 39% increase
152 million media impression across Facebook and Twitter
3000 ‘selfies’ submitted in 17 days
This resulted in:
More than 7 000 Whoppers sold during the launch period, which represents 133% over target (goal: 3 000 Whoppers)
4 000 people visited the stores during the launch weekend
25 816 Whoppers sold during the first week: (target: 10 000), exceeding expectations by 158%
On launch day, the store served more than 2 253 WHOPPER®S to paying customers
Launch day attended by close to 4 500 people – 166% over target
The queue outside BK remained hundreds deep for weeks post launch