News & Views

Burger King / Up In Your Grill

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Fast food brand gives Snapchat users coupons for customised photos

Burger King has always been known for its flame-grilled burger patties. To get more people in Argentina to try them, the brand launched a campaign asking people to customise photos of burgers on Snapchat.

Snapking, created by David Buenos Ares, invited people to take a photo of any regular burger patty and use the platform’s customisation tools to add grill marks. This showed the lack of flame-grilling in competitor burgers that people were eating, effectively re-enforcing Burger King’s point of difference.

Users who sent their photos to the Burger King Argentina Snapchat account received a voucher for a free burger.

Results / The agency reports that 4.1 million people participated. The agency had expected for the vouchers to be claimed over a two week period, but they ran out within the first 48 hours.

 

Contagious Insight / 

Easy win / Burger King isn’t asking too much of people. Taking a picture of a burger and adding some stripes is a pretty low-effort task and well worth the reward of a free burger. The ease of the campaign will have encouraged more people to get involved.

Asking people to use Snapchats drawing tools makes the task more fun than just taking a photograph. In fact, the customisation tools on Snapchat provide a great opportunity for brands to encourage their customers’ creativity. For example, Tibeca Film Festival got users to turn Snaps into short films.

Showing off the product / The campaign is a great demonstration of a product benefit. By (literally) drawing attention to the fact its patties are flame-grilled, Burger King is showing what it’s got to offer over its competitors, to an audience of people who are already keen burger eaters.

By the time they receive the voucher, people will be intrigued to see what the flame-grilled patties are like in real life.

 

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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