Burger King is coming back in France after 15 years, and after 15 years, you have to come back with something special… So, for the launch of the new Burger King Restaurant in the city of Marseille, we decided to use a strong element of French pop culture involving one of our competitors and to hijack it. André Pierre Gignac is a famous player of l’OM, the Marseille football team.

Despite being a good player, there has been at times a question mark over his physical conditioning and general fitness. So much so that in every French Stadium, every week end, fans from opposite teams have a ditty that goes along the lines of "a Big Mac for Gignac".

We decided to hijack those line with our own mythic burger : the Whopper, by publishing on the principal local newspaper an ad saying : A whopper for Gignac. And on our Twitter and Facebook Accounts with a little wink saying "We've never been good at rhymes, burgers are our thing."

The openings of our restaurants became the only preoccupation of the fans. So to trigger engagement and recruit new fans with no media support, we decided to give them what they wanted the most. a chance to make Burger King open a restaurant in their cities just by commenting on a Facebook post.

By doing it so, we found the best way to engage our fans and amplify the visibility of the brand on the platform. Morever, it was an easy way for Burger King to know where to develop next.

+1 300 comments (still counting) in only 24 hours

+65 000 people reached with a 4.5K fan base and no media support

… and an easy way for Burger King to know where to develop next