In order to kick off its arrival to Snapchat and simultaneously show what sets its food apart, Burger King Argentina set up a unique campaign called 'Snap King.'
Burger King differentiates itself from competitors by offering flame-grilled burgers, so to emphasize this, Snap King challenged customers eating at other fast food restaurants to snap a photo of their burger and draw on grill lines. In return for their participation, Snapchat users were eligible to receive a voucher for a free Whopper burger. The vouchers were meant to last two weeks, but the engagement was so high, all of them were given away within the first 48 hours.
Snap King is an example of a remarkable way that Burger King used social media to convert non-Burger king customers into engaged fans.