Burger King: Turning their tweets against them

Fast-food brand Burger King used social media to hijack a rival's product announcement and boost sales of its Spicy Nuggets in the US.

Campaign details

Brand: Burger King Brand owner: Burger King Lead agency: MullenLowe US Country: North America Industries: Restaurants & takeaways Media channels: Social media Budget: Up to 500k

Executive summary

In 2017, Wendy’s discontinued its beloved spicy chicken nuggets and people were not happy. Wendy’s is known for being extremely active on Twitter, so spicy nugget fans inundated the company with disgruntled tweets begging, pleading and bo

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