Harvey’s has always been about customization – building your ultimate burger. We took this one step further – since burgers are unique to creators, they should be copyrightable too.

We told Canadians to “Copyright your burger before somebody else does!” via the world’s first burger copyright engine and database containing over 5.5 million possible combinations. Users named, topped and registered their unique Harvey’s burgers through a gamified building tool at myharveyscopyright.getaloadofthis.ca. Registrants received secure ownership and rewards and were encouraged to share their burger via social networks to get votes and a 20% Harvey’s discount.

Social buzz was generated by sending influencers T-shirts featuring their copyrighted burgers. To surprise and delight Twitter participants, we built their copyrighted burgers live and created VINE videos for them to share.

In the first day, over 4,000 burgers were registered.

That’s 1 burger every 30 seconds.

In the first week alone, sales went up 4.5 %

And after a month, we had over 141 million impressions, grew Harvey’s Twitter following by over 5500%. And increased their Facebook fans by 316%.

The campaign was featured in Marketing Magazine, Creativity, and on Newstalk 1010.

As of today, we’ve had over 177,427 visits to the site.

32,420 unique burgers created.

And we’re happy to say, zero burger litigation.