Short description (105 characters):

BK tricks 1400 brands into paying for WHOPPERS, using banners to create the best Black Friday deal ever.

Description (150 words max)

Black-Friday’s about finding deals. What better deal could BK offer than a WHOPPER, free! Even better? We used the online ad-budgets of 1400 other brands to pay for everything. But brands won’t buy people WHOPPERS. So we had to trick them. Using a marketing classic: Banners.

For the Black-Friday period we created WHOPPER-SHOPPER.com, a shopping website filled with nothing but banners. Whenever one was clicked to buy something, brands paid BK money from their media budgets. We gave that money back to guests as WHOPPER vouchers. We targeted Black-Friday shoppers with Facebook posts, and on Twitter. Onsite, shoppers created accounts with their details. When the campaign ended we sent them vouchers directly.

Results:
- We reached over 200 million people
- Our conversion rate beat 75% of advertisers.
- Boosted brand-love by making other brands pay for WHOPPERS from their budgets.
- Our activation actually made money as a result.