Cannes Lions

King of MySpace

LOLA MULLENLOWE, Madrid / BURGER KING / 2018

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Overview

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Credits

Overview

Description

The Chicken Fries are all a 2000 Burger King's classic and some people would do anything to enjoy its unique flavor again. Are people supposed to travel back in time to get some? What if we invite them to jump on a time machine and enjoy a box of full of Chicken Fries?

During one week, we closed Burger King's Facebook page and invited people to move back to MySpace to delight themselves with the memories of the Chicken Fries generation. The Chicken Fries took over the so called "cyberspace" and claimed for their throne as the King of MySpace.

Execution

In the first week of June 2017, Burger King Spain announced that its Facebook page would be closed until further notice. The reason? The brand had moved to MySpace to remember and relaunch one of its 2000's biggest hits: the Chicken Fries. People were encouraged to follow the fries, start a connection with Burger King page on MySpace. The first ones to do it would receive a cupon to try it first.

From tamachotchis to brick cellphones, from old fashion trends to 2000's anedocte, people got surprised by plenty of nostalgic content waiting for them. An amazing collection of great memories presented by the beloved and charismatic Chicken Fries.

After taking MySpace over, the brand moved back to Facebook where it kept the nostalgic conversation on during the period of the offer.

Outcome

The whole King of MySpace activation happened at Burger King's owned channels and was moved with zero investment in media. Despite of that, the campaign reached more than 1.3MM Facebook users. People engaged to the idea and interact by liking and commenting their own 2000s favorites and references sparking the nostalgia, the love for the product and stimulating trial.

The Chicken Fries left Burger King menu but not without being crowned by the Spaniards consolidating itself as one of the brand's most iconic products.

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