To promote the rest of our burgers, we created the Mystery Burger promotion. It’s a simple white box marked by a question mark that could contain any of our 10 burgers, randomly selected, for only 2€. Less than half the normal price.

And you can’t know what’s inside the box before you open it. A kind of burger lottery in the end with a trick: you always win.

The first media of our campaign was this surprising white box marked by a « ? » that could contain any of our burgers.

Thanks to this box, we set a game with our clients. A 100% winning but unpredictable game that finds its outcome when you finally open the box to discover what you got.

An affordable game, only 2€, without any risk: whatever you’ll get, you would be disappointed as all Burger King’s burgers taste good.

To promote this operation, we then built a strong and integrated media plan.

From the dedicated TVC to our national OOH and DOH campaign, our interactive mobile banners, publications on Social Media and instore communication, all the creations we produced were about installing this game with our clients, tease them and create the desire to come and try the promotion.

In terms of business, we had to relaunch 3 times the box's production and finally sold 2.5 million boxes (vs 800 000 we've expected).

37% of our tickets during the period contained a Mystery Burger (77% of them were additional sales). We observed an increase of 17K€ of turnover per restaurant in average and traffic instore litteraly exploded: +14% during the period and +41% new clients.

And regarding our communication plan, the campaign also found its audience as more than 494 million contacts have been reached. The brand awareness considerably grown thanks to this operation: +12,6% (Google Brand Lift Survey).

And finally, people's enthousiasm have also been seen thanks to the 35 500 interactions we had on our publications and the dozens of videos that appears on social networks from anonymous opening a Mystery Burger's box that generated over 2.4 millions organic views.