There are 2,000 fast food restaurants in France and 150 opening everyday but Burger King only has 20. The challenge here was to make everyone knows that we were opening new restaurants without spending any budget in media.

We then decided to bet on PR and exploit what could have been a weakness, our fans’ angry tweets asking to open faster more restaurants.

We then launched the Angry Tweets campaign, the first billboard campaign fueled with trash talking consumers’ tweets.

We then picked the angriest tweets we had in the cities where we were going to open a restaurant and trash talked them back… directly on the construction panels of our new restaurants.

Everyone was amazed by this original, funny and a bit cheeky way to communicate for a brand and started to talk about it. It was the most retweeted campaign in France in 2014 and that the major medias of the country relayed our activation.

This campaign had a huge PR outcome. By betting on this original and cheap concept, we succeeded in turning a local and boring construction panel into a national and viral event in order to make everyone know in France that we were opening new restaurants.

This creative execution was a great answer to Burger King’s ambitions for a restaurant opening as we succeeded in turning a local and boring construction panel into a viral and national event.

Indeed, thanks to our personalized and funny answers on our local panels we had a strong resonance in the cities where we opened our new restaurants and everyone there was informed of our coming soon. But it didn’t stop there and our action became viral after we posted it on our own social networks and when the major medias and blogs in France started to talk about it.

In the end, each of our openings succeeded in making a lot of noise and helped us build a strong relationship with our fans as a particular tone of voice, always funny and a teasing, which is now proper to us.

Without paid media, the campaign has been the most retweeted in France in 2014 with more than 150 000 retweets, 25 millions contact reached on the social networks, a huge media coverage letting everyone in the country know that we were opening new restaurants and more than 5.4 millions euros in earned media.

The reception of the campaign was then extremely good and everyone, fans or not, have been amazed by our actions and seduced by this particular tone of voice henceforth owned by Burger King. Since the campaign was launched, our fans’ community on social networks massively grew (+1 494% on Facebook and +543% on Twitter).

But more importantly, people rushed to our restaurants. Today an average Burger King restaurant in France serves twice as many meals every day than one of its competitors.