Burger King Spain connects with its consumer base on a deeper level with a customize your own burger initiative. In partnership with agency LOLA MullenLowe Madrid, the fast food establishment engages with individuals via Instagram Stories. Those who choose to participate in the personalization-forward campaign are offered ingredients via a set of pools in nine different Stories. Once the consumer has completed the customize your own burger process, Burger King sends them a direct message on the social media platform with a coupon for the personalized Whopper, which will be given to them free of charge at any Burger King location.
This campaign is designed to boost awareness of a new item in the fast food family -- The InstaWhopper, which is informed by the most popular choices of ingredients from the polls.