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.

By the end of the campaign, traffic to BK.com increased by 16%. Impressions generated on 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 own hashtag. 25% incremental increase to general BK buzz.