Burger King Presents: “REVIEWS THAT NO ONE GETS” a campaign of reviews in all of those languages that pretty much NO ONE in México would be able to understand: Russian, Japanese, Italian, French, German, Hindi, Greek, Hebrew, Korean, Portuguese, Polish, Romanian, Turkish, Arabic, Catalan, Chinese, Danish, Estonian, Irish Albanian, Czech, Serbian… all of them except for Spanish. But with a small caveat. We made sure people understood the two things we wanted to say: The Crispy King sounds CRISPY, and tastes DELICIOUS no matter which language you speak.

Using social media listening tools, we identified foreign consumers who had already tried the new Crispy King and posted positive comments or reviews about the sandwich. Then, we hired them to be the main characters of our campaign. In some cases, we simply paid them to use the actual videos they shot and posted on their own,

But, in others, we worked together with the reviewers to turn their written comments into videos to be used on TV and Online.

The Crispy King hamburger had already launched in multiple countries around the world so we needed to find out, with a quick turn around, if people were talking about the product and if they were, tap into people’s minds to understand what were they talking about and how. We used Social Media Listening tools to gather and analyze the conversations.The information helped us reframe the strategy to reach 25 to 35 Mexican year old’s who love to consume whatever is successful outside the country. Through Sentiment analysis, filtering positive reviews, we were able to discover authentic consumers that were communicating the crispness and delicious taste in a universal language, so we decided to add relevancy to the message and invite them to be part of the execution.

Altogether, we ended up driving a sizable campaign in more than 20 different languages. And after reaching 20% more people than what was planned, got 10.3 Millions of video views, with tons of Likes, shares, impressions and most importantly… sales in México, Burger King decided to extend the rights to use the spots all around the world.