On World Peace Day, Burger King (Hungry Jacks) proposed that the two greatest fast food rivals should come together to create the ultimate hybrid; ‘The McWhopper’. Why? For the simple purpose of burying the hatchet for one day, and raising awareness of the event.
The campaign microsite (which still exists) proposed a pre-packed set of all the promotional materials essential for executing the ‘McWhopper’ plan, such as a video providing a detailed rationale, a suitable location for a pop up restaurant, appropriate uniforms, and packaging.
Each part of the website is informative and quirky, delivered in a friendly and playful tone, and answering all questions without being bulked down in endless text. What I found most interesting was the share option on every slide, rather than just at the beginning, end or set as globals. This made it very easy for share-ability of the site, contributing to the ease of the proposed campaign going viral.
Why I love it:
Well, I shamelessly love fast food - in moderation of course ;-)
Also, aside from the fact that it was completely unexpected and realistically a long shot, the idea of the hybrid product genuinely got me excited. I was so disappointed to discover that the only place it might go ahead was in Atlanta USA (The geographic middle point between the McDonalds and Burger King main headquarters).
Although McDonalds declined Burger King’s offer, the hype of the idea made the digital marketing campaign an incredible success regardless, going viral and causing such a big reaction that many people took matters into their own hands. Some people actually went to the trouble to DIY their own ‘McWhopper’ and posted it on various social media platforms – earned media at its best.
A parting observation
Analysing the essence of the campaign, food brings people together, even bad food. And, ease of sharing on campaign sites can be a critical factor in its ability to go viral.