PAY IT YOUR WAY by Dist Creative, Isobar Oslo for Burger King

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PAY IT YOUR WAY

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Industry Fast food
Media Promo & PR
Market Norway
Agency Dist Creative
Art Director Even Moseng, Andreas Skaranger
Producer Dita Berisha
Agency Isobar Oslo
Released April 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: BURGER KING
Product/Service: FAST FOOD
Agency: DIST CREATIVE
Agency: ISOBAR NORGE
Date of First Appearance: Apr 28 2010
Entrant Company: DIST CREATIVE, Oslo, NORWAY
Entry URL: http://workforthejury.com/payityourway/
Creative Director/Creative: Eirik Soerensen (DIST Creative)
Creative Director/Creative: Finn Knudsen (DIST Creative)
Art Director: Even Moseng (DIST Creative)
Art Director: Andreas Skaranger (DIST Creative)
Project Manager: Nina Inberg (DIST Creative)
Viral Account Manager: Martine Kveim (DIST Creative)
Producer: Dita Berisha (Isobar Norge)
Lead Frontend Developer: Simen Oyan Gjermundsen (Isobar Norge)
Lead Designer: Henning Gjerde (Isobar Norge)
Brand Manager: Sven Hars (Burger King)
Design: Heydays (Heydays)
Media placement: Facebook - Facebook - April 28th, 2010
Media placement: Outdoor - Oslo - April 28th, 2010

Describe the objective of the promotion.
The Brief/Objectives:
Remind young people that you can always get a cheap meal at Burger King, and at the same time promote the new Burger Hot Salsa. The new burger costs only 2€, but sometimes even that is too much for a student on a budget - or a teenager on an allowance.

How could we ensure that anyone could afford to try a Hot Salsa burger no matter how much money you have in your pocket?

Describe how the promotion developed from concept to implementation.
The Idea:
We found a currency no one had given a value yet - and that anyone could afford - Facebook-likes.
We created a system that could track and measure «likes» on status updates mentioning Burger King's Facebook page; Have It Your Way®.
1. Join the Facebook page «Have It Your Way».
2. When you write a status update, mention the page @HaveItYourWay somewhere in the text.
3. If 10 people like your status, you automatically receive a message from The King, including a free Hot Salsa coupon - straight to your cell phone.

Explain why the method of promotion was most relevant to the product or service.
Burger King's mantra is Have it Your Way. When the objective was to remind young people that you can always get a cheap meal at Burger King, what better way to prove this than give the consumers the opportunity to pay it their way?

To make it really relevant, we introduced the new currency to the Norwegian people at the point of purchase, with a full in-store campaign, and in outdoor media, telling customers that they now could pay for their burger either with Norwegian Kroners or with Facebook likes.

Describe the success of the promotion with both client and consumer including some quantifiable results.

Status updates mentioning Have It Your Way spread to thousands of people, and because Facebook prioritises a status with a high number of likes, it automatically comes higher up in peoples' news feed.

Out of 7,700 people who got a free coupon sent to their cell phone, 5,351 went to Burger King and paid for their burger purely with Facebook likes. That equals a percentage of 69%! A strong bridge between the computer and the restaurant.

During the brief campaign, Burger King's Facebook page exploded with 30,000 new fans, which is a lot, compared with Norway's population of only 4.8 million people.