Daily Debate

21 Jan 2009

What do you think about the Burger King “Whopper Sacrifice” campaign?

This is how Burger King (CP+B) described the campaign:
“What would you do for a free WHOPPER®? Now is the time to put your fare-weather web friendships to the test. Install WHOPPER® Sacrifice on your Facebook profile, and we’ll reward you with a free flame-broiled WHOPPER® when you sacrifice 10 of your friends.”

Facebook disabled the application after Burger King managed to terminate 233,906 friendships. What is your thoughts on this?

Viewing 11 Comments

eskilbusck 1 year ago 1 point
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I love missing the point!

I haven't tried the App, but I guess it was pretty easy, just check the people you want to get rid off and then click remove?! I know it's branding, but how do you measure that? Don't we have to measure campaigns if it's categorized as branding?!

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Ola Persson 1 year ago 1 point
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You're missing the point. Even if you know the names of the ten you want to get rid of, it's still a bit of work. You must WANT that whopper to bother (or just like the idea of the campaign). That does count for something. As Linda stated, it's branding.

Regarding the ROI there's no crazy production or stuff that costs a shitload of money (except the time that cp+b spent).

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eskilbusck 1 year ago 1 point
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He he... not my best calculation so far. I'm still not impressed, but it definitely helps. I could easily find 10 friends I don't "need", my 9 co-academists for a start ;).

I think I will try to find some effectiveness debate topics and start doing my math now, so I'll be prepared for a big math show down. My biggest interest is the ROI for campaigns like this... how do you measure whether campaigns are successful or not, if it's not on the ROI?

My mission is to make all you creatives puke!

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Ola Persson 1 year ago 1 point
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You've got your maths wrong, it's closer to 23390 participants. I agree that 2339 wouldn't have been very impressive, but over 200 000 in the short time span it was working isn't too shabby. Considering that deleting facebook friends is quite a bit of engagement (you'd need to find the ones you can get rid of).

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eskilbusck 1 year ago 1 point
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Linda, I guess you're right, it's just annoying to see all these campaigns and hear people in the industry praising it, when we don't know about the results. (I know that it - from a creative perspective - doesn't matter, but still...).

I'm guessing there are at least 100.000 - 250.000 people that have a professional interested in campaigns like this around the world, so when I see that they got 2339 people to sacrifice 10 of their Facebook friends, it's not really convincing me about the effect of the campaign, but who cares, it's probably short listed for all the big award shows. :)

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Linda Lindstedt 1 year ago 1 point
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I really love the concept. It's a great excuse to get rid of all those people you don't actually care about. And what do I know, maybe I've already been erased by someone I have don't care about :)

But I see Eskils point in do people really change their eating habits because of a campaign. Probably not. But. It's not about that Eskil. It's branding even if it means that people will think you're the "bad company" erasing friends... So to quote another burger firm: I'm loving it!

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eskilbusck 1 year ago 1 point
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I often wonder how you manage to measure campaigns like this. Is it really that valuable to get people to mention you're name and associate your brand with the rebellious feeling this campaign probably is aiming for? For f*** sake, they're selling Burgers, will this drive more people to their restaurants? Who are these people, that changes their eating habits because of a campaign like this?

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Ola Persson 1 year ago 1 point
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Getting shut down was probably not a surprise.

Bigger value to CP+B or BK, dunno... Maybe, but it still kicks ass as a BK campaign.

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eskilbusck 1 year ago 1 point
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It’s a cool campaign and I think CP+B knew that it was gonna be deactivated after a short period of time, but it's just making the campaign even more controversial. I don’t know what this is saying about Burger King - but in this case, who cares. I would sacrifice friends just for the fun of it, f*** the whopper.

In the end, I think this is of bigger promotional value to CP+B, than to Burger King.

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Ola Persson 1 year ago 1 point
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Agreed. Shame they got shut down thou.

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Björn Uppeke 1 year ago 1 point
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It's freakin' awsome! How many of those "who-the-f*ck-is-this-but-ok-I'll-accept-your-friend-request" friends don't you have. Now you have a reason to get rid of them!

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