This month, it will be six years since Crispin Porter + Bogusky took over the Burger King business and started serving up quirky and viral campaigns that have been critically acclaimed by those in the ad biz. Coq Roq, Whopper Virgins, the Subservient Chicken, the resurrection of the “king” and more — it’s all from CP+B and has definitely brought the buzz to BK.
And yet — six years ago, Burger King was the #2 fast food outlet in the US. Today, Burger King is the #2 fast food outlet in the US. Advertising admired by the advertising community is not always the key to success.
But there’s part of me that actually likes the concept behind CP+B’s latest creation. It’s a Facebook application called Whopper Sacrifice. (Find the microsite at http://www.whoppersacrifice.com/)
Basically, you load the app; delete 10 of your “friends”; and BK sends you a coupon for a free Whopper. The app also lets those “friends” (please use airquotes) know they’ve been deleted for a burger to perpetuate the viral effect. It’s top notch Burger King classiness.
I think BK and CP+B have tapped into the Facebook backlash that’s simmering under the surface of the masses. Everyone has a few pieces of dead wood that they could let go.
And just in case you do actually need all your “friends” (airquotes again) or if you’re like me and just like to scam corporations doing little tricks like this — there’s already a group of people on Facebook who are willing to be your “friend” just to be sacrificed.
Obviously, there have been viral campaigns played out on Facebook before, but none aimed so directly at the Facebook experience. It will be an interesting one to watch.
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UPDATE 1/14/09: Facebook has removed BK as a friend – http://www.techcrunch.com/2009/01/14/facebook-blows-a-whopper-of-an-opportunity/
Chris Houchens 