Cannes Lions

StackeRTweet

DAVID, Miami / BURGER KING / 2017

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

The Stacker burger can have as many beef patties as each guest wants and it can be customized in any way, so we took this concept to Twitter.

The ingredients on this burger stack just like the tweets stack on a timeline: one on top of the other.

We tweeted pictures of each of the ingredients from the Stacker, one after the other, forming a floating Stacker burger in Burger King’s timeline.

We invited people to retweet the ingredients in the order and quantity they wanted, creating their own personalized burgers in their own timelines, having it their way, and at the same time showing it off to every single one of their followers.

We rewarded each participant by sending a personalized coupon to their Direct Message Inboxes so they could get the same Stacker they tweeted at any Burger King restaurant.

Execution

We tweeted each one of the ingredients that form a Stacker from Burger King’s Twitter account, one tweet per ingredient. By doing so, we showed a fully built Stacker on our Twitter Timeline.

We invited our followers to retweet each one of the ingredients in the order and quantity they desired, building their own Burgers in their own way on their Twitter timelines, and at the same time, sharing their burger with all their followers.

After they stacked their burgers on their Twitter by using simple Retweets, each person received a coupon to redeem it at Burger King restaurants.

Immediately after we posted the promo, Stacker burgers built by other users started flooding their follower’s timelines, instantly viralizing our message, taking over Twitter. The activation was planned for an entire week, but after just 2 hours, all coupons were gone.

Outcome

RESULTS

THE COUPONS WE HAD PLANNED FOR A WEEK WERE GONE IN UNDER TWO HOURS

+54.000 RETWEETS

ARGENTINA’S MOST RETWEETED CAMPAIGN OF THE YEAR

EVERY INGREDIENT BECAME A NATIONAL TRENDTOPIC

+3000 STACKER COMBINATIONS WERE CREATED

Source: Twitter, Trendsmap

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