BK: Self-Proclaimed King of Social Media
Posted by Kerri Birtch on January 16th, 2009
If you’re not up to speed on the whole ‘Whopper Sacrifice’ dealio, here’s a brief synopsis:
Last week Burger King launched a Facebook application called the Whopper Sacrifice. Basically, if you downloaded the app, you would be asked to delete 10 Facebook friends and in return receive a free Whopper. (It was apparently only valid in the US though).
I first saw mention of this on Twitter. I thought this pretty creative, so I re-tweeted it (for non-Twitter users, this is the term used when you repeat what someone else wrote, and give them credit). When my colleague Dave Fleet saw it, he re-tweeted me and in return, I provided the link to a National Post story about it.
Fast forward to today. I again, noticed a Tweet about the Whopper Sacrifice, but this time saying that Facebook had pulled the application. According to this AdAge story, over 23, 400 people followed through with deleting 10 friends each. In addition, the application actually sent notifications to all of the dumped friends’ networks, telling everyone they had been deleted for a burger. Apparently that’s not really in the spirit of Facebook.
So again, I re-tweeted the information, with a link to the story. An hour later, I received notice that BK Lounge is following me on Twitter. Awesome.
As much as I actually hate Whoppers, I love that companies are effectively using social media to engage with the public – and in a timely manner. I’ve got to say, they do it well. This is another one of their campaigns I came across last summer, and I still think it’s hilarious.
On the other hand, BK Lounge also just tweeted “I am the King of Burgers and the King of Social Media” – now that’s a bit extreme.
January 20th, 2009 » 11:50 pm
This is so hilarious. I would have died laughing if I received a message from facebook telling me I’d been ditched for a burger!
I think that the idea of companies taking advantage of social media is brilliant, and in cases like this very entertaining (companies/people that show they have a sense of humour always win in my books).
It’s funny because I’m a PR student and some people in my program are convinced that social media is no big deal and that it’s just some passing trend. I’m thinking the exact opposite and that they better step it up and get on it soon!
February 3rd, 2009 » 6:14 pm
I as well think this situation is hysterical and applaud them for attempting to use social media in a timely manor. However, I am skeptical of the strategy. Why do people have to delete ten friends to receive a burger? The whole idea seems to have a negative spin that has the potential to offend. I know I wouldn’t appreciate losing a contact in exchange for a burger. Do you think the strategy would have been more effective if they had positioned the idea positively? For example, the first 500 people to add 10 friends on Facebook will receive a free Burger from Burger King. In this case they are rewarding people for increasing their network rather than limiting it. I think the whole concept runs contrary to what social media is all about. It is supposed to be about building a community and two-way dissemination of information. How is Burger King the King of social media if they are hindering this from happening?
February 4th, 2009 » 12:14 pm
Hi Beatrice,
Thanks for the comment. While I agree with you that the campaign in its entirety was probably not in the spirit of the community building aspects of social media, I’m not sure that was its aim to begin with. My sense is that Burger King was looking for the ’shock-and-awe’ effect – do you think the campaign would have stirred up as much interest if it had been set up the way you proposed – adding 10 friends? Unfortunately, I think you’re right that BK was actually hindering social media and perhaps should not be considered ‘King’ after all. And I think your comments really highlight the possible negative effects of some social media campaigns. Buuut, to play devil’s advocate, the campaign certainly stirred up some conversation and controversy in the social media realm – so perhaps it was successful after all?
-K
February 8th, 2009 » 12:01 pm
I agree that, in terms of sheer exposure and the ’shock and awe’ effect, Burger King did an admirable job in this campaign. But was it ‘successful’? It depends on how you define success.
Social media is a very powerful tool. But, theoretically, corporations are using that tool to achieve some end – not simply for the sake of being visible in the social media space. Smart businesses are using social media to build favourable relationships with their publics, and strengthen positive associations with their brand. This is where I think Burger King falls short.
Say that half of the people who get the ‘ditched for a burger’ message think it’s hilarious, and half are hurt. Those in the ‘hilarious’ camp will hold onto that good feeling for a bit, the way we do with any funny ad. But bad experiences and hurt feelings tend to stick with us. Those in the ‘hurt’ camp might have lasting negative associations with that brand.
Given the risk, I think that Burger King could have found a better way to engage their audience…
February 9th, 2009 » 1:15 pm
Wow Sarah,
You said it all my friend. I completely agree. I think in particular with this strategy the psychological long term affects should have be taken into account. I do not believe that the campaign would have stirred up as much discussion if it had been done the opposite way, however, to say that just the exposure is a positive, is reminiscent of that old philosophy ” any press is good press.” I strongly believe this is an idea that causes our profession to lose credibility. In my opinion to consider the campaign a success propagates all those nasty things you read about PR. However, I do appreciate the challenge Kerri. I love a good devils advocate.
Thanks for your thoughts ladies.
Cheers,
Beatrice
February 10th, 2009 » 11:37 pm
Hi Sarah,
After reading the original post and comments, I have to agree with you. The power of social media in our society today is overwhelming. This was a missed opportunity by Burger King to draw positive attention to the brand using social media. Perhaps they assumed/were told that ‘no publicity is bad publicity’ which, as a postgraduate PR student, I have been told at every opportunity is absolutely false.
Building a reputation in such a vast online community as facebook should be done with care. As you mentioned, there will be people who feel offended, having been deleted for a burger, and will have negative associations with the brand. I believe these negative associations will affect the brand far more than the short-lived positive associations made by those who found the application funny.
However, if Burger King had gone a different route as Beatrice had suggested, it may not have received the same press and attention that it has. As a curious amateur, I wonder what someone would suggest for an equally attention-grabbing yet more positively targeted social media campaign for such a brand?
Thanks for the insight!
- Sarah
February 25th, 2009 » 4:51 pm
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