In Spain, Burger King and Lola MullenLowe Madrid had the wonderful idea of turning to the brand’s fans to help create THE InstaWhopper. How? By sharing a series of polls on Instagram Stories.
Two patties? Tomatoes? Mayo? Extra cheese? How do you like YOUR Whopper? In Spain, Burger King’s Instagram fans were asked what the ideal Whopper would be like for them. People were invited to customize their Whopper, Story after Story, by picking their favorite ingredients using Polls stickers.
Each user could then obtain a unique coupon to claim their own unique version of the Whopper at a Burger King near them.
The result: in just 24 hours, and with zero media budget, the campaign generated over 270,000 brand interactions and over 30,000 Whoppers were created thanks to the Instagram polls. The campaign was so successful, it reached way beyond Burger King’s existing Instagram followers, and contributed to a 10% increase in followers overnight!
And the story did not end there. Burger King used all the data from the polls and created the most popular version of the Whopper. The InstaWhopper was born: two patties, cheese, bacon, ketchup, mayo, lettuce, tomatoes, onions, and most importantly… zero pickles (pickles were the least favorite ingredient among the 30,000 participants)! Did Burger King Spain just discover the perfect Whopper recipe for Spain? It looks like it!
This is not only a superb creative campaign, reaching hundreds of thousands of fans in Spain, but it’s also an amazing use of the polling feature on Instagram (think what they could do with the new Emoji Sliders!) but also a real in-store customer acquisition program: the InstaWhopper is available in all Burger Kings in Spain, for 7€.
If you do get one, tag us in the photo 🍔❤️.
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