Burger King's Snapchat Campaign Invites Fans to 'Grill' Competitors' Burgers

All Vouchers for Free BK Burgers Were Claimed Within First 48 Hours

By Ann-Christine Diaz. Published on May 16, 2016

Editor's Pick

To announce its entry into Snapchat in Argentina -- and win some customers over in the process, Burger King created a clever campaign on the platform that leveraged its burgers' own sellling point -- flame grilling.

"Snapking" invited Snapchat users to draw grill marks on images of competitor chains' patties and send them to the BK Argentina account (@BurgerKingArg). Those who played received a free voucher for the real deal.

According to the agency behind the campaign, David Buenos Aires, the campaign apparently got 4.1 million fans of "other" restaurants to participate, and the vouchers, which the agency estimated would be swept up in two weeks, all were claimed within the first 48 hours of the campaign.

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May 16, 2016
Burger King
Executive Creative Director:
Joaquin Cubria
Executive Creative Director:
Ignacio Ferioli
Creative Director:
Federico Plaza Montero
Creative Director:
Nicolás Zarlenga
Creative Team:
Arthur Amorim Monteiro
Creative Team:
Daniel Arango Lopez
Head of Production:
Brenda Morrison Fell
General Account Director:
Emanuel Abeijon
Account Director:
Lucila Mengide
Account Executive:
Belén Rodríguez
Client Consultant:
Federico Bonino
Client Consultant:
Bruno Mazzuchelli
Digital Agency:
DM Fusion
Diego Rubinstein
Social Media Director:
Vanesa Cecconi
Sr. Community Manager:
Rafael Polanco
Digial Customer Service:
Maria Emilia Ciliberti
Production Company:
Album Films
Luis Aguer
Executive Producer:
Camilo Rojas
Director of Photography:
Pablo Desanzo
Francisco Donovan
Adrian Perez
Post Production:
Perra Santa Music

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