Artificial Intelligence (AI) has been a buzzword for a considerable amount of time; news, magazines, reports, talks, movies, series, office conversations, and even your conspiracy-theory-loving neighbor have probably talked about it. Undoubtedly, it is one of our most significant conversation topics. Yet, despite its omnipresence, it always seemed somewhat detached from our reality... until now.

The conversation around the potential of Artificial Intelligence has reached new heights with the arrival and widespread accessibility of "Generative AI" like Dall-E and Chat Gpt. Particularly in creative industries, where individuals have seen that computers can do their work in a matter of seconds.

Seeing this scenario, where “artificial” was taking over the world, Burger King saw an opportunity to reaffirm its commitment to not using artificial ingredients in its products. However, the brand had to act quickly to make the most of the moment.

Given the situation's urgency, Burger King had to rely solely on its social media presence and unique irreverent voice to make an impact. With no budget for elaborate productions or paid media, the brand had to get creative to effectively convey its message.

So, in a bold move, Burger King “handed over” the management of its social media accounts to an artificial intelligence.

Burger King's “new artificial intelligence” was entrusted with the responsibility of creating, designing, executing, and programming the brand's content, including every post caption. Moreover, the AI was even in charge of responding to every comment on posts and stories. Essentially, all the tasks that a community manager typically handles were now the responsibility of this “cutting-edge technology”

Our main objective was to keep people and media engaged with the story and ensure that the debate remained active throughout. We gradually guided people towards the conclusion that we intended to convey artificiality isn't always the best option, especially when it comes to hamburgers.

Chapter 1: The Dawn of the New Community

The announcement of the dismissal of Burger King's current community manager via Instagram and LinkedIn sparked heated debates and anticipation around this controversial change.

Chapter 2: Let's See What She Can Do

Over the course of a week, the "Artificial Community" brainstormed, designed, and published all Burger King's posts, which garnered mixed reactions from audiences. Nevertheless, the important thing was that the engagement was high, and fans were actively participating in the conversation.

Chapter 3: The Fall of the Artificial Community

As each of the AI's posts became increasingly absurd, people started to take notice.

Chapter 4: it's just not for us

BK rehired its former community manager and even gave her raise. In a post on Instagram, they clarified that they are not fans of artificiality and will leave it to the competition.

Results were a huge surprise, a 100% organic, with zero paid action got:

30’000.000 - ORGANIC IMPRESSIONS

45’000.000 - FREE PRESS

101% DOUBLE UP GLOBAL CONVERSATIONS

151% INTERNATIONAL MEDIA REACH

+173,910 SOCIAL MEDIA REACH

+1555% INTERACTIONS

+ 681% ENGAGEMENT

+436% SOCIAL MEDIA TOTAL GROWTH

We got people and artificial intelligence talking about the brand and the tasting a real whopper in our stores with a promo that got more than 54% of success rate.