The NEW CategoryEntrant:
Crispin Porter + Bogusky,
Burger King - "Whopper Sacrifice"
Credits Media Type: Networked Communities/Direct URL Address: http://www.cpbgroup.com/awards/2009/li/bksacrifice_new.html Corporate Name of Client: Burger King Agency: Crispin Porter + Bogusky, Boulder Executive Creative Directors: Rob Reilly/Andrew Keller Creative Directors: Bill Wright/James Dawson-Hollis Associate Creative Directors: Nuno Ferreira/Neil Heymann Copywriter: Joel Kaplan Art Director: Saman Rahmanian Executive Agency Producer: Robert Valdes Interactive Executive Creative Director: Jeff Benjamin Integrated Producer: Rob Allen Jr. Integrated Producer: Amanda Schultz Development Partners: Refresh Partners/Ascent Marketing Partner Interactive Design Director: Pelun Chen Interactive Designer: John Whitmore Flash Designer: Andrew Kennedy Interaction Designer: Jordan Clayton-Hall Interactive Developer: Jimmy Pino/Robert Christ Quality Assurance Analyst: James Lukensow Quality Assurance Director: Stewart Warner Associate Technical Director: Mat Ranauro Technical Lead: Oscar Llarena/Scott Prindle Managing Director of Interactive: Winston Binch
Basic description of the project: To find out how much America loved the Whopper, we offered a simple challenge: Sacrifice (delete) ten of your Facebook friends, and Burger King will reward your loyalty with a free Whopper. There was one twist; each friend you deleted would be notified of your actions, meaning your sacrifice was a public statement that you chose the Whopper over friendship.
In no time at all, thousands had accepted our challenge and cleaned out their friends list. Ten days, 80,000 users, and 233,906 sacrificed friends after launch, Facebook became uncomfortable with the number of severed friendships and ended the campaign.