Tiny Hands exposes himself to a group of tailgaters before the big game. Then he goes deep. Sort of.

The Tiny Hands campaign was centred around the idea that those with small hands might be a bit self conscious holding the big, beefy, $1 Double Cheeseburger from BK.

BK bought the “404 error” messages on Digg, a popular search engine, and turned them into ads. When users made a typo in their search on DIGG, the Tiny Typos “error” message copy blamed their search error on their tiny hands. It then tied back to tiny hands being too small for BK’s $1 Double Cheeseburger. Tiny Hands TV spots ran throughout the flight and could also be found online.

Within three weeks, 50,000 cards were sold and soon delivered to 50,000 almost-friends. 95% of the inventory sold out in the first 13 days. Blogs, news organisations and talk shows all started to pick up on what soon became the feel-good news story of the season - gifts for marginal friends. 205,000 site visits and more than 4.2mm free impressions were generated from PR/Buzz/Integration. It seemed everyone wanted to talk about the people at the bottom of their gift list. The very bottom. This put Burger King top-of-mind during the holidays. Right where they wanted to be.