Earlier in the year we ran the social media campaign to launch Burger King in South Africa. A challenge considering the many competitors already well established in the country. But perhaps our biggest challenge was that during launch week we were competing with both Justin Bieber and Bon Jovi for coverage in the two days leading up to doors opening. So we set out to position Burger King as the biggest of the 3 international celebs in town that week through a series of stunts, regular posts and media encounters.
The results were incredible with millions of posts dominating South African social media channels over launch week. The community management team worked pretty much 24/7 answering around 20 000 queries on Facebook and Twitter in a month.