For years, Burger King has been inviting people to download its app and create an account with a simple promo: register and get a free Whopper. A promo that’s so popular that many try to take advantage of it by “trial spamming”: using or creating secondary email addresses to create multiple accounts to get free Whoppers.

So, instead of discouraging customers from doing it, we decided to use it as an opportunity for Burger King to build on its global platform "have it your way". By encouraging consumers to keep registering for free Whoppers and turning it into an instrument to promote both our app and the love for our Whopper. Showing that our most iconic burger is really “Worth Every Try”.

For years, Burger King has been inviting people to download its app and create an account with a simple promo: register and get a free Whopper. A promo that’s so popular that many try to take advantage of it by “trial spamming”: using or creating secondary email addresses to create multiple accounts in order to get free Whoppers. So, instead of discouraging customers from doing it, we decided to use it as an opportunity for Burger King to build on its global platform "have it your way".

We saw "trial spamming" as a chance for Burger King to strengthen its global "have it your way" platform. We encouraged consumers to keep signing up for free Whoppers, using this strategy to promote our app and the passion for the Whopper.

This film starts with a voice-over telling us about a typical promotion from Burger King: “Hungry? Download the Burger King app, register and get a free Whopper.”. As he does so, we see an email address being typed on the BK app as someone registers for a free Whopper.

But, instead of stopping right there and then, the voice-over just keeps on listing a series of surprising, humorous, and exaggerated ways you can cheat the system and repeat the action to get even more free Whoppers.

By encouraging consumers to keep registering for free Whoppers and turning it into an instrument to promote both our app and the love for our Whopper. Showing that our most iconic burger is really “Worth Every Try”.

Instead of condemning the “trial spam” practice, Burger King decided to embrace it as proof of how big the love for the Whopper is. Turning our radios spot into a piece of content widely commented on social media and in the press.

This bold strategy impacted our consumers in the different markets where the market ran. By encouraging consumers to download the app, sign up and enjoy a free Whopper (even with fake profiles), Burger King increased sales of other products purchased alongside the free burgers. A promotional strategy that’s proven to be successful to increase client retention and loyalty and create a positive brand perception.