"Are you a real fan?"
This is the question asked by the BK Norwegian Facebook page. What could be one of the worst marketing initiatives or a suicide move became a very successful solution for BK to increase social engagement with fans.
The Norwegian Facebook page of the well-known fast-food company was going well, reaching more than 38.000 fans, but after having received some insults by "McLovers", BK created a new application called "Burger King Sellout", in order to sort fans and maintaining on the page only the real ones.
Customers were put in front of two different alternatives:
1: I am a real fan: I continue being a fan of your page
2: I am a sellout: I will be banned from you page, but I will receive a free Big Mac
This application was available for only a week and BK lost about 30.000. This wasn't a defeat, because BK's new fan base of 8.481 people was five times more engaged and interactive.
The King of hamburgers is not new to odd, but winning campaign. Some time ago, the "Whooper Sacrifice Facebook Application" was launched in the USA, charming fans to delete 10 friends from their Facebook account, to gain a free Whooper.
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