Burger King: Social Fire

Jimmy George, Annabelle Butler

Burger King, the fast food restaurant chain, created millions of dollars of earned media and captured the attention of its audience in the US with a social media content campaign.

Campaign details

Brand: Burger KingBrand owner: Restaurant Brands InternationalAgency: MullenLowe USMarket: United StatesIndustries: Restaurants & takeawaysMedia channels: Social mediaBudget: No budget

Executive summary

Attention is an endangered species; it's harder than ever to stand out in our hyper-fragmented media environment. Declining in consideration and preference among 18- to 24-year-olds in the US, Burger King needed to right the ship. Our goal was simple: make Burger King loved and talked about online.

Burger King had used social media successfully in the past for a handful of one-off tactical...

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