During this pandemic, the marketing playbook has been thrown out. We’ve seen the rise of different communication and marketing styles that we have never seen before. And it doesn’t seem that this will end any time soon.
One of the champions of these out-of-the-box social media tactics is Burger King, who’s marketing ads are known to have previously burned some of their rivals.
Here’s a look at one of the most recent Burger King campaigns “The Whopper Reply” that targeted Mcdonald’s fans on Facebook.
Burger King replies to McDonald’s customers who were left hanging on Facebook
“The Whopper Reply” campaign developed in partnership with Danish ad firm Uncle Grey for Burger King Denmark is an example of how brands can use emotional intelligence to build meaningful connections with customers.
After reviewing their own Facebook pages, Burger King learned that many people don’t always get an answer to the complaints they make online. Realizing that this was something their competitors must have also experienced, Burger King scrolled back through more than 1,000 comments made by McDonald’s followers who have been left hanging for days, months, or even years. The customer service agents targeted McDonald’s fans by replying to their messages with a funny answer and a link to redeem a free Whopper. They even took it one step further by delivering the coupon directly to the customer’s phone number.
Imagine how frustrated customers must have been after receiving zero response to the complaint they left on McDonald’s Facebook page as they wait in the McDonald’s drive-thru for what seems like hours. And then, all of the sudden, they get a notification, but from Burger King offering them a free Whopper.
Although it’s no surprise to see such a campaign since over the years, the two fast-food giants rivalry has become an online crusade in itself and is one of the frequently discussed topics on social media.
However, Burger King’s recent campaign on Twitter, as a response to the 2nd lockdown happening in Europe, has shown that although they know how to have fun with some friendly rivalry when it comes down to it, they are ready to support their industry.
Burger King’s heartwarming gesture toward their competitors on Twitter
Just a few days ago, Burger King has shocked the social media world by asking customers to ‘order from McDonald’s’ as the chain offered a dire warning for the hospitality industry ahead of Europe’s second lockdown. The UK and France branches of the US chain posted a heartfelt message on Twitter asking people to buy from Mcdonald’s, KFC, Leon, Taco Bell, Pizza Hut, Subway, and Greggs as ‘thousands of jobs depend on it’.
A supportive message for the F&B industry and their main competitor, while staying true to their irreverent brand tone. The result? they take the high ground and shift the spotlight on to themselves.
We know, we never thought we’d be saying this either. pic.twitter.com/cVRMSLSDq6
— Burger King (@BurgerKingUK) November 2, 2020
The tweet has seen great interactions from fans around the world, generating over one hundred fifty thousand likes, with many calling this move ‘classy’.
One important message to get out of this is that this is a period in which competition changes shape as customers are in pursuit of meaning and purpose. More importantly, it is a period when no one can survive alone. Therefore, when an industry is facing challenges, competitors need to come together to promote the entire industry.
Would you consider Burger King’s bold marketing approach for your brand? Connect with us on social media or comment below to let us know.