Burger King, a global quick service restaurant chain, wanted to introduce a new French fry product across their US based locations.

Leveraging mobile as a key marketing channel in their media plan, the 4 day mobile media blitz was flighted in two phases: lead up to the event and day-of. The promotion was centred around “Free Fries Friday” and utilised leading edge mobile tactics, including dynamic creative, location based targeting, device targeting, day parting, and scheduled reminder functionality.

The goal of the campaign was to build excitement and awareness about the new fries now available at Burger King, and drive consumer interest in trying the new fries at a Burger King restaurant in their immediate vicinity. Custom mobile rich media units were created with tap-to-map and tap-to-calendar functionality. A countdown clock was also integrated to remind consumers that on 12/16/2011 that it was “Free Fries Friday” at their local Burger King, where they could receive a free sample of the product. The mobile creative also tied in Burger King’s social media programs including the Twitter hashtag #BKFREEFRYDAY to drive viral interest in Burger King’s new fries and encourage social sharing among mobile social media users. The campaign ran across a mobile ad network of over 2,000+ premium national and local mobile media sites targeting mobile users within a short driving radius from a Burger King restaurant location. The Burger King restaurant locations suggested in the ad units were dynamically updated based on a consumer’s location at the specific time of ad delivery, which was passed through latitude/longitude, wi-fi, zip code, or carrier IP, and scored for accuracy. The campaign was extremely successful in meeting all of the KPIs the agency and advertiser set, driving consumers into Burger King restaurants to try the new fries, and resulted in the agency asking their mobile partner to run a full schedule of location-aware, dynamic mobile campaigns for Burger King in 2012. Burger King also conducted a Beacon study to measure campaign effectiveness in which the consumer desire to attend “Free Fries Friday” was voiced in 40% of Burger King’s total conversation volume surrounding the campaign. Burger King experienced a 37% lift in restaurant traffic during the Free Fries Friday shock event, mobile campaign.* The QR code may not work properly for international users because the creative is built to recognize United States Burger King locations only as the creative was designed for a U.S. national campaign only. Please use the alternative screen shot showing the ad unit user flow as a back-up. Thank you