Snapchat case study: Burger King ‘grills’ competitors with lenses competition

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Burger King launched on Snapchat in Argentina with a novel campaign that encouraged users to ‘flame grill’ competitor’s burgers. This case study looks at how the smart interactive approach to a new platform earned the fast good chain 4.1 million new fans.

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Case study summary

• Burger King wanted innovative way to get new Snapchat followers
• Interactive campaign encourages fans to ‘grill’ competitors burgers and win vouchers
• Got 4.1 million fans of "other" restaurants to participate using Snapchat lenses feature
• All vouchers claimed within the first 48 hours of the campaign

The challenge

Burger King wanted an engaging way to get Snapchat followers, having just launched on the platform in Argentina. It created a clever campaign on the platform that leveraged its burgers' own selling point; flame grilling.

The solution

Working with agency, David Buenos Aires, "Snapking" invited Snapchat users to draw grill marks on images of competitor chains' patties and send them to the BK Argentina account (@BurgerKingArg). Those who played received a free voucher for the real deal.

The results

The campaign attracted 4.1 million fans of "other" restaurants to participate, and the vouchers, which the agency estimated would be swept up in two weeks, all were claimed within the first 48 hours of the campaign.

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