The case:

Burger King wanted to draw attention to their new and very cheap burger ‘Hot Salsa’. It only costs 2€, but sometimes even that is too much for a student on a budget. So how could we ensure that anyone can afford a Hot Salsa burger? We found a currency no one had given a value yet – and that anyone can afford.

Facebook-likes

We created a system that could track and measure «likes» on status updates mentioning  Burger Kings Facebook page.

This is how it works:

1. Join the Facebook page «Have It Your Way», and follow the instructions.
2. When you write a status update, mention the page @HaveItYourWay.

If 10 people like your status, you automatically recieve a message from the King, including a free Hot Salsa coupon – Straight to your cell phone.

Then, we introduced the Norwegian people to the new currency. In the restaurants, outdoors and on Facebook.

Results:

As expected norwegian students were quite poor during the campaign. Thousands of people mentioned @HaveItYourWay in their status updates….and even more people liked them. And saw them.When Facebook shut down the campaign after only 5 days, Burger King had already reached their goals:

All the free coupons were given out.

Burger King’s fanpage had reached 30.000 new members.

And the restaurants sold more ‘Hot Salsa’ burgers than ever.

During the short campaign, we even got media coverage in national newspapers, digital newspapers and blogs. But most importantly; By adding a new dimension to BK’s slogan ‘Have It Your Way’, we gave all burger lovers a taste of Burger King. Even if they didn’t have 18 NOK.