How a Single Facebook Post Increased Burger King's Orders during the World Cup

The 2018 FIFA World Cup: the biggest and most anticipated event of the year and the perfect moment to boost Burger King’s delivery in Spain, a country where football is more important than politics (according to a recent CIS survey). But Burger King and its Spanish agency, La Despensa, had a problem: Burger King wasn’t one of the official sponsors, and its main competitor was. How they could take advantage of the World Cup so that people would consider Burger King delivery?

It wasn't an easy challenge, until... national coach Julen Lopetegui was dismissed 48 hours before the World Cup began, and was forced to return home to Spain. Thus, when all the spotlights were on him, Burger King and La Despensa took advantage of the attention by providing a free delivery order to the coach. They created the smallest promo in history, offering a promotion to one single person.

Just three hours after Julen was dismissed, Burger King published a Facebook post with the promotion: a free menu specifically for him. Because, just like the rest of us, he was likely to not have anything in his fridge upon returning from a trip abroad. This soon became the most shared post from the brand, with the image jumping to Twitter - where Burger King Spain has no official account - Whatsapp and various forums. A short time later, the campaign was covered by various sports media, both written and radio.

With just one post on Facebook, Burger King managed to seize the conversation of the World Cup to promote its delivery platform. Orders increased more than 9%, and best of all, it cost €0 in production budget.