Our brief was simple: make sure everyone knows the Whopper is coming to Johannesburg. But instead of using traditional media to spread the word, we got Whopper fans to share the good news for us. How? The same way everyone shares exciting events in their life nowadays – via the almighty selfie.

A few days before the launch of the campaign, we hid thousands of uniquely numbered Whopper ads in extraordinary places across Johannesburg - both real and virtual. Underwater, on a blimp, in an arcade machine, the source-code of our website, you name it; our Whoppers where hidden where no burger had been before.

Once placed, we let people know that they could be one of the first people to enjoy a Whopper in Joburg’s history by simply taking a selfie with any of the hidden burgers, and share it via Facebook page or Twitter account. First claimed, first Whoppered. This meant that every ad was also being spread exponentially further.

The whole of Joburg knew about Burger King's launch. With a campaign period of only 2 weeks, the results were off the chart for South Africa. Over 4000 selfies uploaded and Whoppers claimed, an over-subscription of 100%. 31,000 new Facebook fans, doubling the existing fan base. 2,200,000 media impressions. And most importantly, more than 10,000 Whoppers sold on launch day.

Instead of using traditional media to spread the word of the Burger King launch, we got Whopper fans to share the good news for us. How? The same way everyone shares exciting events in their life nowadays – via the almighty selfie.

A few days before the launch of the campaign, we hid thousands of uniquely numbered Whopper ads in extraordinary places across Johannesburg. Underwater, on a blimp, in an arcade machine, online banner ads, social ads, the source-code of websites, you name it; our Whoppers where hidden where no burger had been before.

Once placed, we let people know that they could be one of the first people to enjoy a Whopper in Joburg’s history by simply taking a selfie with any of the hidden burgers, and share it via Facebook page or Twitter account. First claimed, first Whoppered.

Joburg threw themselves at Whoppper Your Selfie. With a campaign period of only 2 weeks, the results were off the chart for South Africa. Over 4000 selfies uploaded and Whoppers claimed, an over-subscription of 100%. 31,000 new Facebook fans, doubling the existing fan base. 2,200,000 media impressions. And most importantly, more than 10,000 Whoppers sold on launch day.