Alongside the actual motel that we transformed, our social platforms became the heart of our Motel Burger King campaign.

We turned our Facebook page into the mechanic by which people could apply for/book a room at our motel. Once they arrived at the motel, they would find that unlike most motels, our checkin process was entirely via Facebook places.

Every piece of in room paraphernalia had been tailored to tell the story of ‘cheating on the Whopper’ and carried the #MotelBK messaging along with a call to action for consumers to share the experience on their own social media channels.

Those that were lucky enough to visit the motel during the week we were accepting bookings shared our message to over 2 million New Zealanders – nearly 50% of the countries population and over 70% of all consumers with social media profiles.

Our audience engagement on the Burger King social channels sky rocketed by 587% but the most important figure was that our new range of chicken burgers outsold the Whopper (and we achieved this with no decline in sales of the Whopper).