The Whopper Reply
Burger King Denmark
Issue 57 | December 2020
Agency
Uncle Grey Denmark
Creative Team
Creative Directors Lars Samuelsen, Andreas Hoff, Magnus Breum
Other Credits
Agency Planner Lars Samuelsen SoMe team Camilla Andersen, Newsha Dalman, Maria Bianca, Cecilie Larsen, Valdemar Mu¨hlhausen, Gustav Thuesen, Linea Fabricius. Digital strategist Johan Thrane Community Manager Marcus Voldum COO Charlotte Porsager Account Manager Regitze Borgaard PR Marie Elbæk Animations Mathias Nielsen, Jesper Hellvik
Date
September 2020
Background
Brands that don’t use Facebook Messenger are missing an opportunity. Two-thirds of customers are said to prefer to use messaging apps when connecting with a brand.
Idea
It's annoying to have to wait for an answer when you’ve sent a message. Even more so when it takes years.
So on Thursday 24th, Burger King pledged to answer any post within 48 hours. While attending to their own customer service, they noticed that many McDonalds fans had also been left hanging for days, months or even years. So they woke up that morning to a helpful and funny message from Burger King and a free flame-grilled Whopper to try and make up for the lack of attention.
Overnight, a thousand replies were sent out to burger fans with a link to a campaign site where the recipient could get a voucher sent to their phone for their free Whopper.
Results
Total reach 245 million. More than 100 media titles reported the campaign, 93% positive. Association of Burger King and “good service” up 110%. Preference scores for Burger King up 43%. Over 2,000 Whoppers given to disgruntled McDonald’s customers.
Our Thoughts
I don’t know for certain but I assume the thousand messages were composed and sent by a Messenger bot. There are six million advertisers on Facebook and (as of April 2020) only 300,000 active bots. This is where AI can be a useful ally to human intelligence. BK has it so right here. Short, snappy, personalised and a freebie thrown in. That’s how you surprise and delight customers and get them to choose you rather than the competition.