social media marketing - whopper sacrifice

New Media Consultants & Trainers

www.virtualeyesee.com© 2009 Virtual EyeSee

Social Media MarketingWhopper Sacrifice

Natasha D’Souza

www.virtualeyesee.com


© 2009 Virtual EyeSee

Whopper Sacrifice

Confidential



What would you do for a free WHOPPER?

“What would you do for a free WHOPPER®? Would you insult an elected official? Would you do a naked handstand? Would you go so far as to turn your back on friendship? Install WHOPPER® Sacrifice on your Facebook profile and we'll reward you with a free flame-broiled WHOPPER® Sandwich when you sacrifice 10 of your friends*”

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Whopper Sacrifice Application

4ConfidentialFlickr ubermore



De-friend 10 friends




One more to go




Well Done




Your Burger is on it’s way

8ConfidentialFlickr flow14



Wall

9ConfidentialFlickr magerleagues



http://www.whoppersacrifice.com/

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I traded Michael for 1/0th of a Whopper

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See Video



Details of Ad. campaign

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Facebook Application No other promotion used After 2 days traditional media picked up on this,

stats hit the roof Pulled campaign within 9 days used by 82,000 people to delete over 230,000

friends Goal 25k coupons, 23k coupons used App. developed by Refresh Partners and

Crispin Porter



Conversations

13ConfidentialFlickr Mike Monteiro



January 9th 2009

14ConfidentialKatherine Glover

“I think it’s pretty hilarious and brilliant. The idea is so ridiculous that people hear about it and immediately want to tell someone else, whether or not they participate. My Facebook friends have been joking around about sacrificing each other all day.

And you don’t actually need to make your friends hate you; the loophole is obvious. You de-friend ten people, entertain them with the “So-and-so has de-friended you for a free Whopper” notification, get your Whopper coupon, and then add your Facebook friends back the next day.

(Roy Pereira at Refresh Partners, one of the companies behind the Whopper Sacrifice campaign, confirmed in an email today that “users can always ‘refriend’ their sacrificed users.” But, he warned, “they won’t be able to ’sacrifice’ those friends again (ever).” A moot point, since users are limited to one free Whopper Sacrifice coupon anyway.)

I’d be willing to bet that some users will go with some of those same de-friended, re-friended friends to cash in their coupons at Burger King, where they’ll also spend money on fries and a drink to go along with their free Whoppers. Others won’t play the game, but they’ll still tell people how stupid it is or write about it on their blog, thus giving Burger King free publicity. Either way, Burger King wins.”



Twitter

15ConfidentialKatherine Glover



Conclusion

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Facebook is a social network Campaign therefore has to be fun Think beyond Facebook Ads Be creative



References

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Whopper Sacrifice case study

NY Times

Viral Marketing



Connect

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Learn about Social Media at EyeSee Follow me on Twitter Join our Fan Page on Facebook Subscirbe to our videos on YouTube Connect with me on LinkedIn



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Be Creative

social media marketing - whopper sacrifice

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