Prove out Whopper love through a topical subject. The repeal of Net Neutrality was a hot button topic in the US. It was decision made by the FCC (Federal Communication Committee) that granted Internet Service Providers the power to control speeds and data on the Internet, having the ability discriminate or charge differently by user, content, website, platform or application.

The biggest problem was that the issue was really complex, and most people didn't understand the consequences of the repeal.

But what do people understand? A Whopper. We created a social video that used the relatable process of ordering a Whopper to make an otherwise complicated subject suddenly easy to understand. By dramatizing what could happen if net neutrality were repealed through a demonstration of fast and slow lane Whoppers, we made the subject clearer and taught the country what net neutrality in fact means to their lives.

We set out to create an educational online video that used our restaurant's service and products as a metaphor, recreating the scenarios that people will experience with the repeal of Net Neutrality. We called it: Whopper Neutrality.

The cashiers explained to real and unsuspecting guests how the new policy was affecting speeds and service, how the access to the Whopper had been delayed on purpose to promote other products, or that if they wanted faster service they'd have to pay a premium to access slow, fast or hyper fast MBPS (Making Burgers Per Second).

With all the real reactions we created our online film, that we released just weeks after the repeal of Net Neutrality started.

We published it on all the social media platforms from the brand, as well as a thread on Reddit where the biggest community of active Net Neutrality supporters lived.

ORGANIC RESULTS:

+4.3 Billion impressions

+$67 in earned media

+60 Million views

Most shared ad in Burger King's history

+2.3 Million signatures to protect Net Neutrality

#1 Trending Topic on Facebook, Reddit, Twitter, Google Trends, Mashable.

Sources: Cision, ABMC, Webe Shandwick, Hawkeye, Ketchum, Reddit Home page, Facebook trends, Crimson Hexagon , change.org, Twitter insights, Youtube, Buzzfeed