Creativity

Consumers created Burger King's newest Whopper in Instagram Stories

Polls allowed them to customize burgers and the most popular became a menu item

By Ann-Christine Diaz. Published on May 08, 2018

Editor's Pick

Burger King created a whole new way for consumers to have it their way in Spain. There, along with its agency Lola MulllenLowe Madrid, it debuted a social campaign that allowed consumers to customize a Whopper through Instagram. Nine different stories featured the burger's various ingredients, which users could change up using polls. Completing the polls would generate a special coupon that Burger King would send to the users through a direct message, and the consumers could then head over to the nearest BK to redeem their customized Whoppers for free.

That was just the first part of the campaign, however. Burger King pooled all the data collected from the polls to inform its newest menu item--The InstaWhopper--a limited-run offering that patrons could purchase at Burger King in Spain. The most-preferred burger features a double patty with cheese, bacon, ketchup, mayo, lettuce, onion and tomatoes--but no pickles, which turned out to be the least-popular ingredient.

According to the agency, the "Stories Ordering" campaign saw more than 270,000 interactions, the creation of nearly 35,000 customized Whoppers and a 5,000 follower Instagram jump.

Lola MullenLowe Madrid was also behind the Burger King campaign that allowed gamers to order Whopper delivery--from inside the Playstation universe.

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Credits

Date
May 08, 2018
Agency:
LOLA MullenLowe - Madrid- Spain
Client:
Burger King
Chief Creative Officer:
Chacho Puebla
Executive Creative Director:
Pancho Cassis
Creative Director:
Fred Bosch
Creative Director:
Tomás Ostiglia
Creative Director:
Fabio Brigido
Copywriter:
André Toledo
Copywriter:
Isabel Rey
Art Director:
Aida Pozuelo
Art Director:
Rocío Meseguer
Community Manager:
Alex Sánchez
Community Manager:
Silvia Naranjo
Global Business Director:
Tom Elliston
Account Manager:
Beatriz Sanz
Account Executive:
Adriana González
Agency Producer:
Florencia Caputo
Agency Producer:
Diego Baltazar
Agency Producer:
Sebastián Arce
Production House:
Lola
Producer:
Cristina Calabuig
Client Contact:
Bianca Shen
Client Contact:
Yvette Karen Altet
Client Contact:
María Maroto
Client Contact:
Lucía Girón

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