Our goal with the campaign was to remind and reignite consumers’ passion for our marquee product, the Whopper. Historically we know that the BK target audience has a huge passion for NASCAR, so tying in with Tony Stewart seemed like a natural fit. However, consumers have a historical distrust of celebrity 'endorsements'. Is s/he really pushing our product because they believe in it, or is the huge endorser paycheck the real reason behind the 'love'? How could we debunk this commonly held perception in a unique and impactful way?

Embrace the stigma behind celebrity endorsements. Have Tony Stewart take a live polygraph test online to see if he really loves the product that he endorses, the WHOPPER. Create excitement, buzz and build awareness for the live online event for two months prior via national television, online banners, and social media. TV component consisted of both :15 & :30 units which allowed the creative to explain the concept while having frequency and continuity. Sweepstakes Banners allowed fans to 'Win a Tony Stewart Experience' and drove consumers to BKRacing.com. A Facebook Event page was created to allows fans to engage with the campaign and RSVP to the event. Finally, Tony Stewart took a live polygraph test on October 20 (truthabouttony.com), answered 36 funny, and potentially embarrassing questions. The payoff question, of course, was 'Do you love the Whopper?' His answer, 'Yes, I love the Whopper' was confirmed accurate by the polygraph.

Traffic to BK.com increased by 16% by end of campaign. Impressions generated Facebook were 50% more than goal with one of the highest engagement rates in FB history. 65% of people who RSVPed to the Facebook event logged in to watch the event live. PR mentions increased 166% during the week of the polygraph event. There were tens of thousands of tweets and blogs that the topic even earned its on hashtag. 25% incremental increase to general BK buzz.