Burger King is coming back in France after 15 years of absence. A discreet comeback generating lots of rumours among the consumers but also within the press and the media, to the point that openings of restaurants became their only preoccupation.

So how to create engagement on a Facebook page with a small fan base when Facebook's new algorithm disadvantages publications with no media support? By giving the fans what they want the most: a chance to make Burger King a restaurant in their cities just by commenting on a Facebook post. Community management 101. But if you want to win... you need to be the last one to comment!

We published a Facebook post on Burger King France Facebook page saying: "We will open a restaurant in the city of the last one to comment." without media support.

Our results were:

+1 300 comments (still counting) in only 24 hours.

+65 000 people reached with a 4.5K fan base and no media support.

And an easy way for Burger King to know where to develop next.