BK's Chicken Fries are back now with a fiery new cousin
Burger King was looking for an effective way to develop its relationship among US Male/Female 18-24 year olds for the adoption of its new fiery chicken fries product. After discussing this objective with their media team, PopShorts came up with a game plan. The plan was to select and produce branded social media content with well known social media celebrities, by focusing on the offensively spicy attributes of the new product, and the offensive feelings and actions one takes when they taste it.
Campaign Objectives:
- Amplify: Drive earned impressions and shareability in social media around digital video and how offensively spicy and delicious the product is.
- Engage: Involve followers to spread buzz about the offensively spicy product
Kevin Jonas: The Perfect Influencer
PopShorts sorted through its proprietary database of social media influencers to select Kevin Jonas (among others) for the campaign. Kevin fit the following parameters which made him an excellent choice for the Burger King activation:
- Snapchat Reach Fit
- Snapchat Engagement Fit
- Concentration of 18-24 M/F Audience
- US Based Audience
- Big Brand Experience
- Traditional Celebrity Status
- Dates & Availability
- Content Style
KPI's & Results
It is very safe to say the campaign crushed expectations. The following are outcomes from the activation:
- 22 pieces of content storyboarded & produced for Instagram, Twitter, & Snapchat.
- 431% of total engagement goal delivered. Everything over goal was added value.
- Achieved in 2 days
The Burger King Fiery Chicken Fries campaign was a hit! By selecting the best influencers for the job, producing the highest quality content for the brand across 3 different social platforms, and completing the campaign on an expedited timeline, popshorts was able to crush the KPI's for the campaign. We were really stoked to have BK as a partner and look forward to a tastey future with the client!
