Whenever a brand or a corporation is looking to stand out from the crowd, it means that the business will need to get creative with the marketing campaigns it’s employing, especially in terms of social media strategies for those campaigns. This is precisely what Burger King started doing on Facebook when it started targeting people who commented about McDonald’s on the social media platform.
The rivalry between these two companies has stretched for decades, and the smaller chain has often taken advantage of the competition in the past, too. This time, working with the advertising agency Uncle Grey, Burger King Denmark decided to launch a clever new social media campaign, without directly engaging with its biggest fast-food rival, McDonald’s, on Facebook. Instead, the brand focused on all of the McDonald’s customers that were complaining about the brand.
The Burger King customer service agents were tasked with going through, reading, and responding to all of the complaints people had with McDonald’s and the brand’s service. However, instead of contributing to all of the negative comments with more negativity, the brand instead went with some “fun” responses and a link to where customers could get a free Whopper.
For example, a McDonald’s customer that left a comment complaining about the long waiting times in the McDonald’s drive-thru, Burger King responded that everyone has slow days once in a while, even fast food brands, adding a link to where the customer could get a Whopper.
According to the marketing director at Burger King Sweden and Denmark, Danie Schröder, the brand believes a big part of the entire guest experience is customer service. However, with these locations, the competitor’s brand wasn’t paying too much attention to what its customers were talking about online, apparently. This is why, instead of simply focusing on the Burger King customers, the company went out of its way in an attempt to reach all of the burger lovers in the region.
At the end of September, Burger King went through over 1,000 comments that people have left on the McDonald’s Facebook pages, going through comments left days, weeks, months, and in a few cases, years ago. The main goal of this Burger King marketing campaign was for the brand to promote its own investment into its customer service and the newest pledge that Burger King recently made, where it promised to answer any questions or comments on Facebook within 48 hours.
In the past, Burger King had frequently made campaigns lightheartedly poking fun at its competitor McDonald’s, such as the time when it released a campaign giving free Whoppers to anyone who dressed as a clown on Halloween, along with a series of printed ads featuring terrified children in the presence of clowns.
In 2018, the fast-food chain decided to poke more fun at McDonald’s with a Whopper Detour campaign, where customers could collect a discount on a Whopper — picking it up for a single cent, as long as they were within 600 feet of a McDonald’s.