Burger King #WTFF Campaign Touts New 'Satisfries' - Event Marketer

Burger King #WTFF Campaign Touts New ‘Satisfries’

DB_Gold_Burger King_2014 Ex
Brand: BURGER KING
Agency: MODERNE COMMUNICATIONS
Awards: EX AWARDS — BEST USE OF GUERILLA/STREET MARKETING
Year: 2014

There are few more loyalty-inducing food products out there than fast food French fries. So to shake up what we all know about our favorite deep fried potato sticks in promoting its new French fry offering “Satisfries,” a lower in fat and calorie option, Burger King decided to leave its mark—on the streets, and in our minds. It began with the wild posting of the hashtag #WTFF (What the French Fry) in high-traffic areas in New York City, Los Angeles and Chicago. There were 1,000 market-specific wild postings, 225 neon chalk stencils and 70 power-washed stencils. This unbranded, non-traditional media strategy immediately got consumers buzzing on social media, asking #WTF is #WTFF?

Burger King let that buzz build for three days before dropping life-sized unbranded eight-foot crinkle cut French fry installations throughout key locations and offering free “wi-fry” hot spots around them. Consumers then spread the movement virally and by playfully hijacking the #WTFF marked giant fries, carrying them throughout the city, onto Subway cars, on bicycles, even walking in the background of NBC’s “Today” show, in one case. Photos trickled in through Tumblr, Instagram and Twitter accounts, extending the life of the campaign beyond the actual lifespan of the media installations.

The organic interactions that spread as a result of the campaign resulted in nearly 13 million impressions through unbranded and non-traditional street media alone. Social media impressions totaled a little more than 2.4 million through 153 tweets over the course of the four days. Pass the ketchup, please.

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