Burger King's 'Snap King' Has People Grill Burgers from Competitors
Laura McQuarrie — June 2, 2016 — Marketing
In order to kick off its arrival to Snapchat and simultaneously show what sets its food apart, Burger King Argentina set up a unique campaign called 'Snap King.'
Burger King differentiates itself from competitors by offering flame-grilled burgers, so to emphasize this, Snap King challenged customers eating at other fast food restaurants to snap a photo of their burger and draw on grill lines. In return for their participation, Snapchat users were eligible to receive a voucher for a free Whopper burger. The vouchers were meant to last two weeks, but the engagement was so high, all of them were given away within the first 48 hours.
Snap King is an example of a remarkable way that Burger King used social media to convert non-Burger king customers into engaged fans.
Burger King differentiates itself from competitors by offering flame-grilled burgers, so to emphasize this, Snap King challenged customers eating at other fast food restaurants to snap a photo of their burger and draw on grill lines. In return for their participation, Snapchat users were eligible to receive a voucher for a free Whopper burger. The vouchers were meant to last two weeks, but the engagement was so high, all of them were given away within the first 48 hours.
Snap King is an example of a remarkable way that Burger King used social media to convert non-Burger king customers into engaged fans.
Trend Themes
1. Social Media Conversion - Burger King's 'Snap King' campaign demonstrates the effectiveness of using social media to convert non-customers into engaged fans.
2. Engagement Through Gamification - Snap King's challenge of drawing grill lines on competitor's burgers gamifies the experience, increasing customer engagement.
3. Limited-time Voucher Promotions - The high engagement and quick distribution of all the free Whopper burger vouchers within 48 hours highlights the potential of limited-time voucher promotions.
Industry Implications
1. Fast Food - The 'Snap King' campaign showcases how fast food companies can use innovative social media strategies to drive customer engagement and loyalty.
2. Social Media Marketing - Burger King's success with 'Snap King' demonstrates the power of social media marketing in converting non-customers into brand supporters.
3. Promotions and Coupons - The effectiveness and speed of distributing free Whopper burger vouchers through the 'Snap King' campaign highlights the potential of promotions and coupons as a marketing strategy.
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