To create awareness over one our most differentiating brand assets: Our Flamed Grill tradition, we went for a very visual and bold way.

The first thing we did was to meet our target audience in that place where they spend most of their time: Snapchat. Burger King didn´t had an account so we debuted breaking the rules. We didn’t start with our consumers, but to the ones of our main competitors.

We invited other restaurants’ fans to take a picture of their favorite non-grilled hamburger, draw grilled lines with Snapchat pencil tool, and in exchange we would send them a voucher valid to taste one of our real grilled hamburgers, for free.

This not only managed to drive our main competitors consumers to our restaurants but also helped us highlight our main differential asset in a very ludic and interactive way.

The participants had to take a photo of any competitor’s burger and draw the grilled marks over it by using Snapchat pencil tool.

Once they had done that, they sent this picture to Burger King Argentina’s account, and received, in return, a voucher for them to enjoy a flame grilled hamburger in any Burger King location.

Through this highly targeted campaign, we reached 4.1 million fans of other fast-food restaurants.

The vouchers we had estimated would last 2 weeks, were given out over the first 48 hours.

Our debut on Snapchat was a huge success.

In a category marked by deep brand loyalty, we gave other restaurants’ fans a solid argument to give our burgers a shot: our flame grill trademark.