Burger King scotched its Have It Your Way slogan back in 2014 after four decades, but the company continues to urge customers to personalize their beef.
That was part of the conception behind a recent campaign in Spain that Madrid-based agency Lola MullenLowe conceived for the food brand. The goal was to boost engagement, paid media was nonexistent and the effort lasted fewer than 3 hours.
In a series of Instagram Stories posts Burger King urged users to nominate their favorite condiments and toppings for its 4.2-ounce Whopper. Each of 9 additional ingredients had a 15-second Stories segment. The segments asked visitors if they wanted the featured ingredient on a hypothetical Whopper. After watching all 9 Stories the user’s answers built his/her customized sandwich. In addition, users received a coupon for a free Whopper, redeemable in Spain.
The stunt helped the brand increase its Instagram following by 10% and in so doing Burger King had conducted a de facto survey of what customers desire on their Whopper.
Incidentally the so-called InstaWhopper was created according to the survey’s results. For the record, beyond a double beef patty, it featured cheese, bacon, ketchup, mayo, lettuce, onion and tomatoes. Pickles, the fans’ least-favorite ingredient, was left off the crowd-sourced creation.
Ad Age reported the story initially.
