Burger King: Celebrating Subcultures

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

Campaign details

Brand: Burger KingBrand owner: Restaurant Brands InternationalAgency: MullenLowe U.S.Market: United StatesIndustries: Restaurants & takeawaysMedia channels: Social mediaBudget: 0k

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 24year-olds in the US, Burger King tasked us with righting 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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