Install WHOPPER® Sacrifice on your Facebook profile and we'll reward you with a free flame-broiled WHOPPER® Sandwich when you sacrifice 10 of your friends*”

What would you do for a free WHOPPER®?

“Would you slap the Police?

Would you ditch the Girl you love?

Would you go so far as to turn your back on friendship?

Burger King is a global chain of Hamburger fast food

restaurants!Established in

1953At the end of FY year 2013, Burger King had over:13,00

0

79

66%

99%

Outlets

Countries

In US

Franchisees

Situational AnalysisHow much would a company have to pay in

order for you to publicly denounce ten of your friends?

Most branded applications have relied on the standard practice

of forcing virality through

These ‘happy go lucky’ campaigns

quickly loose their

effectiveness! Friend requests + gift

exchanges! =Users are encouraged to grow and nurture their

online friendships. 

Came up with a New

Concept!

 Facebook users were asked to download the “Whopper Sacrifice” widget into their Facebook page. In the widget,

users were then asked to “unfriend” or “sacrifice” 10 of their friends.

10 Unfrie

ndsOne Whopper Coupon!

The campaign was “live” in early January of 2009 and is considered one of the best examples of how to create positive brand engagement and viral marketing through

Facebook.

When one would delete a friend, that now deleted friend

would receive a notification that he or she had been

“sacrificed” for a whopper & Vice Versa!

Burger King’s ground breaking “Whopper

Sacrifice” campaign used Facebook as a way to build a better relationship with

customers –and drive sales.

Burger King tied the coupon to an incentive that

would, in a small way, improve customers’ lives. Burger King offered customers a coupon for a free Whopper –provided

that they first cleaned up unwanted friends from their Facebook account.

Strategy

They used the coupons to track ROI.

Burger King helped motivate

people to improve their Facebook account, and

customers got a deal on a Whopper!

Results By the time the campaign ended, over 200,000 friends were sacrificed by over 80,000

Facebook users in slightly over one week.

After a week of the campaign over 233,000

people had been sacrificed from Facebook

for whoppers and the social media site took action by blocking the

campaign over breaches of privacy. 

Learnings Free stuff is a great motivator Witty text copy is hugely

important Specific to the target

demographic Old fashioned PR still works

best for original concepts Focus on original concepts

Push social concepts

Don’t Sacrifice me!!

By,Soumya

Mukherjee