One of Burger King's main advantages vs. its competitors is that burgers are made to order and can be customized the way every guests wants it. We took this concept into a massive social media discussion taking place about how burgers should be built, and how burger emojis should look like. What ingredients go in a burger, and in what order? We gave our followers the chance to order a Whopper through Instagram Stories -the only platform where emojis are shown exactly as they were sent, with no translation between phone brands. Users posted selfies holding their own phone's burgermojis as a Story, showing and sharing the activation with every single one of their followers. We rewarded each participant by sending them a personalized coupon to their Instagram Direct Message Inboxes, so they could get a Whopper that looked just like the burgermoji they posted, the way they ordered it, at any Burger King restaurant.

We posted just one Instagram Story contextualizing the current burgermoji discussion, and stating that there's no wrong or right way to build burgers, because at Burger King everyone is welcome to have their burgers the way they want to. We invited our followers to share a Story with a selfie holding their phone's burgermoji and tagging @burgerkingarg. Then, each person received a coupon to redeem their personalized Emoji Whopper at Burger King restaurants.

Immediately after we posted the promo, Stories created by our followers holding burger emojis and mentioning Burger King started flooding their own follower's timelines, instantly viralizing our campaign and completely taking over Instagram stories in the country.

+12.000 Instagram Stories

4.3 Social Reach

7 New Whopper Combinations Created