At first glance, Burger King's Whopper Sacrifice campaign looks like a simple coupon promotion. But consider the layers of qualitative value provided to Burger King and its customers. Now the program looks ground-breaking.
This short case study teaches restaurant owners and employees how to create real, prove-able results with social media tools like Facebook and Twitter.
Not "buzz" nor "conversation" nor "engagement" nor even preference. Sales.
In this 7 minute video I capture the essence of how they did it.
The short story: Burger King customers were given incentive to do something they already wanted to do – improve their Facebook experience. Burger King didn't need to convince them to anything remarkable. Just improve their experience... that they already wanted to do. In fact, the hamburger chain would bonus customers with a free premium sandwich –- a Whopper.
It was a win-win for customers -- far beyond novelty that is typical of social media "success" stories.
On the flip side, BK was able to use a cutting-edge social network to drive customers into its restaurants. In fact it could track a myriad of business metrics to prove return on investment. It could optimize the campaign to create more profitable outcomes. Coupon redemption, up-sell take rate (“would you like fries and a beverage with that?”), breakage.
In fact, actual profit for the campaign was tracked.
I hope to provide more case studies like this and look forward to your critical analysis -- and learning from the FohBoh community.