THE IDEA

We launched #SWHOPPER – a world-first digital activation that allowed people to swop a picture of their sad-looking lunch for a 100% free WHOPPER® burger. Because we launched on McDonald's birthday, we knew people would naturally uploaded pics of Big Macs - which was exactly what they did.

HOW IT WORKED:

Using social media and PR, we teased and announced the #SWHOPPER digital for the month leading up to the activation. It went live on 8 November, the same day as McDonald's' birthday.

1) People were sent to the swhopper.co.za microsite.

2) All they had to do was upload a picture of their sad-looking lunch, and write a caption.

3) Winners were awarded an SMS voucher for a 100% free WHOPPER® Burger.

IMPLEMENTATION

The campaign consisted of digital and traditional media which built awareness of the brand and the promotion. A TV and radio commercials established the line “Get a better, fresher WHOPPER®” while tongue-in-check social media content made fun of our competition / created awareness.

TIMELINE

The build-up: 8 October 2016 – 8 November 2016.

The promotion and the microsite went live: 8 of November 2016.

PLACEMENT

We employed a social media strategy to ensure we reach our audience and attract new fans. We used a combination of paid media on Facebook, and entertaining branded content on Facebook and Twitter, and in-store.

SCALE

This was a nation-wide promotion that was implemented at every BURGER KING® in South Africa. One of the obstacles of discount / free food promotions, is managing long queues and waiting customers. To negate this, people were awarded digital vouchers which could be redeemed at their own convenience.

RESULTS

Because we launched on MacDonald's birthday, people naturally uploaded pics of Big Macs - which was exactly what we wanted.

The campaign earned an ROI (AVE1:1) of 11-to-1, with earned media of R1 169 163.

A direct social media reach of 195 271.

We beat MacDonald's by trending on Twitter on their birthday.

ENGAGEMENT

2759 Unique pieces of user-generated content.