Thus, when a user came within 600 feet of a company email list establishment, the Burger King app unlocked the promotion, and once the order was processed, the app took them to the nearest Burger King location to pick up the hamburger that cost them a penny. For the brand, the main challenge was to work with the mindset as it had to be perfectly executed to keep the user experience uninterrupted so that consumers could join in the fun of this trolling. Given the nature of the campaign, it stands out that it was designed for consumers of the millennial generation, as company email list as for generation Z, since they grew up hand in hand with technology, so occupying a space on devices such as their smartphones with an app can be considered key to any brand.
And it is that Burger King is clear that these consumers company email list not watch TV and remains skeptical of more traditional marketing, something that does not happen with other generations. It is also clear that these generations do company email list visit Burger King restaurants as often as their parents, nor do they think that the brand is "cool", so the generation of experiences was the best way to go. For the entities involved, it was imperative to involve the target as part of the activation of the promotion in order to take advantage of the social nature of trolling and gamification, along company email list the experience of redemption and at the same time take advantage of the culture of hamburgers and the subversive nature of secret menus and the like.
The campaign lasted a total of 9 days and was company email list by actions on social networks, digital display, print and even guerrilla OOH actions. Results With this entire campaign, based on trolling McDonald's, 3.5 billion impressions were generated. It also boosted mentions of Burger King on Twitter by 818 percent and earned $40 million in earned media. In addition, it can be said that the campaign achieved its main goal, since the brand's company email list was downloaded 1.5 million times and managed to stay number one in the Google and Apple app stores for several days, surpassing other apps such as Facebook, YouTube, Amazon and Instagram.