Burger King Tests Fan Loyalty By Giving Away Free Big Macs

The Catch Is... You're Banned from BK's Facebook Page for Life

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Handing out your deadly rival's product for free may sound like marketing suicide -- but in a daring stunt by Burger King Norway, just that has been attempted in order to further social engagement with fans. The Norwegian arm of BK attempted to find out who its "true" fans were on Facebook by offering them all a Big Mac from rival McDonald's -- to go away. The brand recognized that out of 38,000 Facebook fans, many were not real fans of the brand but there to write disparaging comments. So, in an interactive stunt by agency DIST Creative, it created a new Facebook page just for those fans who were truly loyal, and and the same time offered all its fans a free Big Mac. Those who wanted the Big Mac had to agree not to join the new Facebook page (they received a voucher plus a signed goodbye letter from Burger King in exchange). Burger King lost 30,000 followers as a result, but says its new fan base of 8,000 are more engaged and interact with the brand in a more positive way.

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Dec 02, 2013
Dist Creative
Burger King (Norway)
Creative Director:
Eirik Soerensen
Creative Director:
Finn Knudsen
Art Director/Copywriter:
Finn Knudsen
Art Director/Copywriter:
Eirik Soerensen
Petter Gulli
Account Director:
Kristian Lyse
Social Media Advisor:
Thomas Moen
Account Manager:
Marte Listhaug
PR Agency:
PR Advisor:
Rikke Flinder
PR Advisor:
Edward Eikeland
Production Company:
Nodes Copenhagen
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