Reply: Burger King
In 2009, Burger King ran a social media promoting marketing campaign centered on Fb. The marketing campaign, often known as the “Whopper Sacrifice”, hinged on a easy premise: you needed to “sacrifice” ten of your Fb pals in alternate for a coupon for a free Whopper burger.
Over 23,000 folks took them up on the supply (which works out to round 230,000 defriended Fb customers) earlier than Fb put a halt to the operation. Whereas Fb’s principal grievance was that the best way the Burger King app delivered notifications (every time you defriended somebody, the app would ship them a message indicating that they’d been defriended for a burger) violated Fb privateness insurance policies (notifications of defriending are a no-no), in actuality, it was that plus the unfavorable press the entire occasion drummed up. If Fb is meant to be a software for connecting with family and friends, a software that encourages you to defriend a bunch of individuals in alternate for a free burger is dangerous press.
That wasn’t the top of quirky social media forays for the model, nonetheless. In early 2014, the Norwegian division of Burger King launched a Fb-driven marketing campaign encouraging folks to, of all issues, not like them on Fb in the event that they weren’t loyal Burger King followers. Followers who bailed on the model and declared themselves “Whopper sellouts” had been despatched a coupon for a McDonald’s Massive Mac. Though the stunt appeared quite doubtful, the social media managers for the model declared it successful for the reason that remaining followers interacted with Burger King’s Fb web page at a a lot larger fee.