First, we created a brand new Facebook page, only reserved for our true fans - those who would never swap the Whopper for any other burger. To find them, we gave all fans two options: You could either "like" our new Facebook page or you could choose to get a free Big Mac from McDonald's - and be banned. Both options could be shared with your friends.

If you decided to "Sell Out" you would receive a free Big Mac voucher in the mail, with a signed good-bye letter from Burger King confirming that you would be banned forever.

The campaign got a lot of attention both at home and around the world. The question many asked on twitter, blogs and facebook was whether this was a genius move or a social media suicide. The results speak for themselves: BK lost 30,000 fans, but they now have a page with 8400 true followers who have a much more valuable conversation with the brand. The engagement level is actually five times higher than before. And the youngest of both sexes has disappeared, so that the fan base today much more represents Burgers Kings target audience: Men 20-40.