The marquee outside the selected Burger King in Lynn, MA was updated to read, “@WENDYS PROM?” Within a few days the sign was spotted by passersby and began to garner attention on social. Burger King then decided to post a photo of the sign to its own social media accounts (Twitter, Facebook). Soon thereafter, Wendy’s accepted our promposal on social, and the conversation captured the hearts of the internet. Burger King responded almost immediately on social with an image of its marquee sign yet again, but this time with a message that read, “SHE SAID YES!” with a corsage being held out in the King’s hand.

The month of May in the United States is the season for high school proms. A time when teenagers, who can muster up the courage, ask one another to the big dance. As a modern brand, Burger King’s ongoing mandate is to cleverly insert itself into timely and relevant events to better connect with its target audience. It also serves as an engaging and constant reminder of the brand to that same audience. With that in mind, the opportunity presented itself to tie into the prom season while connecting in a completely unexpected way to one of our main rivals.