Taking it to the extreme, Burger King recently decided to let its customers revive a slogan eliminated four years ago from the brand and “have it your way.” Well not exactly revive the slogan but in Spain, Burger King’s Instagram fans were grilled on what the ideal Whopper would be like for them. Interesting marketing move to use Instagram, not traditional newspapers or broadcast media.
In 2014, BK dropped the 40-year slogan “Have It Your Way” because it was overly focused “only on the purchase — the ability to customize a burger.” The switch to “Be Your Way” was to better connect with a customer’s “greater lifestyle.”
Now, tapping into that “lifestyle” meant reaching customers on social media, using a zero-dollar expense marketing campaign that was launched with the power of Instagram. Combining the strength of the Stories feature and a recently added ability to attach polls, customers were encouraged to select their favorite ingredients.
Burger King created nine stories, one for each of the traditional Whopper ingredients, wherein users were invited to favor their favorite toppings. Once the polls were completed, a unique coupon was dispatched through DM for each fan to redeem at a local Burger King location of their choice— for their free, customized Whopper. Yes, as a reward, each respondent was awarded a coupon for a burger their way!
Burger Ingredient Results
The flashback-themed social media campaign generated over 270,000 brand interactions, and over 30,000 Whopper variations. All in 24 hours.
In the end, The InstaWhopper was born. Spain favored two patties, cheese, bacon, ketchup, mayo, lettuce, tomatoes, onions, and most notably no pickles.
- double patty with cheese (selected by 90%),
- bacon (84%),
- ketchup (81%),
- mayo (76%),
- lettuce (75%),
- onion (57%),
- tomatoes (57%).
And putting its money where the customers’ mouths were, BK made the InstaWhopper combo available throughout Spain for a limited time engagement.
Great example of a company not only using social media marketing to listen to its customers and brand ambassadors but responding to their comments as well.
Do you have an Instagram account? Are you maximizing the power of emerging technologies to engage with your customers? We can help with your message at Buzz Bear Media.