EyeSee

Whopper Sacrifice site was launched to give a free Burger King Whopper coupon. Check out the YouTube video explains it best. There is no API to delete friends and is anti Facebook and defriend as it goes against growing the social graph. The campaign was based on deleting friends for a burger.

Whopper Sacrifice could be added to your profile with witty phrases like you were sacrificed for a Whopper. Launched on Monday Jan. 5th. The media outlets picked up on this application a couple of days later.60000 installs in 10 days!!! There was no advertising budget!!!

The campaign was shut down and the users tapered off.  The PR on it was incredible like the National Post, New York Times, eWeek, msnbc, washingtonpost etc.

Two hills in the analytics one at launch and then at shutdown. Lexicon is great for tracking trends on facebook. 233,906 friendships ended for a free whooper.

This was were targeted at the U.S only and it generated a lot of hate mail globally.

comments “I got my whopper coupon baby, long live the king” Lots of groups were formed from this.

Twitter was incredible.

Keys to a successful social campaign

• Free stuff is a great motivator
• witty text copy is hugely important
• Specific to the target demographic
• Old fashioned PR still works bestfor original concepts
• Focus on original concepts
• push social concepts
• not the same concepts as on micro sites

Burger King loved it and were ok with disabling the application within 10days.

The application was not complicated, the complexity was how to do this within facebook. Trick the user to delete their friends was complicated and a lot of testing.

This application was developed by Refresh Partners.

Tags: case study, Facebook application, Facebook Camp Toronto, Refresh Partners, Whopper Sacrifice

This entry was posted on Tuesday, February 24th, 2009 at 8:14 pm and is filed under Facebook, events, new media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.