To announce the opening in 6 news cities, we had a cruel idea: install photobooths in all our current restaurants to let our clients mock those who don’t have a BURGER KING in their town yet. These photos were then live broadcast in the cities where BURGER KING wasn’t yet implanted, thanks to a huge digital billboards campaign.

But our cruel plan has an happy ending!

Once everyone was literally dying to eat a BURGER KING, we revealed the second part of our media plan: We added a new screen to our digital billboard campaign and bought media spaces in the local press to announce that “there is a good reason why we are so cruel with you: the opening soon of a restaurant in your city”.

Our media strategy was built on three times:

- We first installed photobooths in our current restaurants to invite our customers to take pictures of themselves, to mock those who don’t have a BURGER KING close to their place. They could share these pictures on social networks.

- All these pictures in restaurants were live broadcasted on 1800 billboards in 6 cities where BURGER KING wasn’t implanted yet. This was obviously made to draw local citizens’ attention before revealing the end of our plan.

- Once everyone was literally dying to eat at BURGER KING, 4 days after the first and cruel media wave, we launched a new one with one more screen revealing that all of this was only made to announce a great news: our forthcoming opening in their city. The occasion for all people mocked to revenge by eating a WHOPPER as well.

As per our media strategy, we had 2 different waves and tones of results.

The first wave came with our first cruel billboard campaign:

- 14 279 photos were taken by our clients on the photobooths installed in our current restaurants

- Over 17 million people reached by the campaign and the media impacts generated around it

- And hundreds of insulting messages received on our Facebook page in 4 days

But all this frustration was turned into relief and joy when we finally revealed the purpose of our action with more than 45 000 interactions on social media.