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.
Key Themes Behind This Trend
- Social Media Burger Personalization
- The rise of social media usage presents an opportunity for companies to connect with their customers on a deeper level through novel and personalized initiatives.
- Customized Fast Food Orders
- By leveraging technology and customer data, fast food companies can offer customized meal options that cater to individual tastes and preferences.
- Direct Message Coupons
- Direct message coupons that are personalized and targeted towards individual customers present a unique opportunity for companies to increase brand loyalty and customer engagement.
Where This Applies
- Fast Food Industry
- The fast food industry can use social media and technology to offer personalized meal options and innovative, customer-focused promotions that resonate with consumers.
- Digital Marketing Industry
- Digital marketing professionals can provide value to businesses by developing algorithms and guiding personalized marketing campaigns that take advantage of social media platforms and consumer data.
- Social Media Industry
- Social media platforms can further capitalize on their ability to connect businesses with consumers by providing new tools and features that allow for even more personalized and engaging interactions.
