Virtual EyeSee » Whopper Sacrifice http://www.virtualeyesee.com An exploration of new media Sat, 14 Jan 2012 03:03:52 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 Whopper Sacrifice – Facebook Marketing http://www.virtualeyesee.com/2009/06/whopper-sacrifice-facebook-marketing/ http://www.virtualeyesee.com/2009/06/whopper-sacrifice-facebook-marketing/#comments Mon, 15 Jun 2009 11:35:02 +0000 Natasha D'Souza http://www.virtualeyesee.com/?p=1013 Early Jan. 2009 brought a very interesting Facebook application called the Whopper Sacrifice. This application took the world by storm and there was a lot discussion in social media as well as traditional media. What made it so controversial was the uniqueness of the campaign.

The case study was presented at Facebook Camp in Toronto earlier this year, see notes from this session.

If you never heard of this or saw this application here are further details.

Social Media Marketing – Whopper Sacrifice

Refresh Partners have also given further details on this in terms of the PR and some stats.

Whoper Sacrifice Facebook Campaign Case Study

View more presentations from Roy Pereira.

Was this campaign successful? That’s up for debate. The goal was for 25k coupons to be given to customers in the U.S.A. They got as far as 23k. That’s close enough and why stop there and not go all the way to 25k?

There were a number of interesting reasons for this. The one aspect of the application was that it violated the Facebook terms of service. There appears to have been discussions between Facebook, Burger King and the other parties involved in the campaign. The application was terminated by Burger King as there was no further desire to invest in changing the application.

So we will never know how this application would have done in the long term however in the short term it generated a lot of publicity for Burger King and set the bar high for creative Facebook Applications.

]]> http://www.virtualeyesee.com/2009/06/whopper-sacrifice-facebook-marketing/feed/ 1 Whopper Sacrifice case study http://www.virtualeyesee.com/2009/02/whooper-sacrifice-case-study/ http://www.virtualeyesee.com/2009/02/whooper-sacrifice-case-study/#comments Wed, 25 Feb 2009 01:14:54 +0000 Natasha D'Souza http://www.virtualeyesee.com/?p=842 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.

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