Burger King (BK), known for their signature grill marks on their chargrilled burgers decided to turn the tables and socially “grill” their competitors who aren’t truly chargrilling their burgers in their new campaign called – SnapKing.
BK started a Snapchat profile for consumers to send their photos of their non-chargrilled burgers from BK’s competitors. The consumers had to simply draw on grill marks to the burger and send it to the BK Snapchat account.
As a reward the consumers who participated received a free chargrilled coupon to try a “true chargrilled burger” from BK. This fun and interactive campaign knocked out the expected two-week time frame in nearly 48 hours. It’s easy to say this was an extremely clever and successful consumer engagement.