We set out to change this with something we called: Sell Your Social Media Soul for a Whopper. This campaign took advantage of social media by turning Burger King followers into an army of advertisers, available to do whatever we asked for the promise of a free Whopper.

We invited our Facebook and Twitter fans to sell us their soul through the BK Canada page. We then challenged the responders to the post to do various deeds of our choosing, and keep them up on their social media for one whole hour. For those who accomplished the challenge, we sent them a coupon for a free Whopper.

We took control of over a thousand social media accounts, giving away two weeks’ worth of vouchers in just one day. At the end of the campaign, Burger King saw an increase in brand mentions by 500%.