Stories Ordering
Burger King
Issue 49 | December 2018
Agency
LOLA MullenLowe
Creative Team
Chief Creative Officer Chacho Puebla Executive Creative Director Pancho Cassis Creative Directors Fred Bosch, Tomás Ostiglia, Fabio Brígido Copywriters André Toledo, Isabel Rey Art Directors Aida Pozuelo, Rocío Meseguer
Production Team
Agency Producers Florencia Caputo, Diego Baltazar, Sebastián Arce Production House LOLA MullenLowe Producer Cristina Calabuig
Other Credits
Community Managers Álex Sánchez, Silvia Naranjo Global Business Director Tom Elliston Account Manager Beatriz Sanz Account Executive Adriana González
Date
January 2018
Background
One of Burger King’s main objectives for its brand strategy was to build its credentials as innovative and cool by staying up-to-date and engaging people with the latest behavioural and digital trends.
So, when Instagram, with 12 million monthly users in Spain, launched a new interactive sticker on Stories, The Polls, Burger King saw the possibilities.
Idea
The interactive poll stickers in Instagram Stories were a big hit around the world.
Choosing between two options spread into Instagram culture with people asking about their outfits, their hairstyles, friends, politics, favourite songs and, obviously, their favourite foods.
The idea was not just to invite people on Instagram to say what the perfect Whopper should look like but to build it and have it their way in real life? That was Stories Ordering, the first foodordering tool in Instagram.
For one day, Burger King’s Instagram audience was invited, story by story, to choose, add, mix and match ingredients and order themselves their perfect Whopper.
The last story invited users to describe why this was their perfect Whopper. The best answers received a personalised coupon with the recipe so they could claim their burger in any BK restaurant in Spain.
All the data generated by the activity was used to bring the people’s choice to life as a limited-time offer: the InstaWhopper, available for a weekend in all Burger King restaurants.
Results
Despite low-cost production and no media investment, Stories Ordering reached more than 270,000 interactions leading to 34,675 InstaWhoppers and 5,000 new Instagram followers in just one day.
45,113 unique users engaged for more than 3 minutes. Beyond Instagram, Stories Ordering caught the attention of the media, reaching a potential audience of 2,300.000 in Spain alone.
Our Thoughts
My marketing hero of the moment is BK’s global CMO Fernando Machado. At Cannes in June he explained that his strategy in all BK’s major markets was to use relatively frequent and relatively low-cost campaigns to give the brand a constant presence. TV advertising is vital but he knows too how important it is to maintain some sort of presence in-between those bursts of activity.
This is because BK is something of a minnow compared to McDonald’s. But you wouldn’t think it, would you? And that’s the brilliance of this strategy.
It’s the little excursions into social media like this that help BK punch above its weight and sell a lot more burgers.