Burger King: Twitter Bait

The Situation: Burger King decided it was time to bring back Funnel Cake Fries, an old school favorite that hadn’t been on BK’s dessert menu in 10 years. Since desserts were not a top priority for BK, there was no paid media support so we needed a breakthrough way to relaunch the product.

The Insight: Right when Funnel Cake Fries were about to come back a “10 year challenge” was taking over social media, where people were sharing photos from 10 years ago. The challenge transcended into people creeping on old friends’ and exes’ social content from a decade ago.

The Strategy / Brief: Utilize the trend of creeping on old social posts to remind people that some things from 10 years ago were worth revisiting, like Burger King’s Funnel Cake Fries.

The Idea: Twitter Bait - creeping on influencers old social content to see if they take notice.

The Results: The creeping worked, and the bait was taken - several influencers, including mega influencer; Casey Neistat, started asking why Burger King was liking their old social content. Casey Neistat was so taken back by the social stunt; he made a video about it that got over 3 million views. All in all, Burger King received 532 million earned media impressions, valued at $5 million with spending $0 on paid media or influencers.

Awards: 2019 Cannes Lions: 2x Shortlists • 2020 Effies: 2x Sliver • 2020 One Show: 1x Bronze, 7x Shortlists • 2019 D&AD: 4x Shortlists

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Agency: MullenLowe

Role: Group Strategy Director

Year: 2019