We decided to play on the XTRA LONG size of our new burger by creating the XTRA LONG POST: the first post unable to fit in only one social media platform.

An experience that made our fans travel from Facebook to Youtube, by passing by Twitter, Instagram or Vine to get at the end of this incredibly long burger.

We had to have a precise methodology in order to publish all the posts (Twitter, Instagram, Vine, Youtube, G+) preventing people from seeing them, but the first Facebook one which started the adventure.

We had to play with media techniques such as “dark posts” and highjack the advertising platforms in order to have this unique experience (in other words, we had to publish the posts back the way people would see them).

Everything was technically possible, but nobody tried or knew (not even our Twitter consultant who didn’t know that editing a sponsored tweet with 0€ would publish it out of the timeline… true story).

The campaign has had been launched the day of the burger’s release, and we had only 600€ to sponsor it during a month. That is why the viral idea was important.

In 24 hours and with only 600€ of media investment, our experience generated over 15 000 interactions and over 1.6 millions views.

And before even having been tasted, the XTRA LONG CHILI CHEESE fed many a conversation online.