Social PR stunt | Burger King | The King's Gift
Staging a royally good stunt for the Royal Wedding
The media frenzy surrounding the Royal Wedding of Prince William & Kate Middleton presented a golden opportunity for Burger King NZ. And it couldn’t have been a happier coincidence that Burger King were launching a new Queen Size burger alongside their King’s Collection burgers. It was the perfect moment to market the two burgers together as a royal couple.
So to honour both of these royal nuptials here in New Zealand, Burger King's delusional mascot "The King" sent a wedding gift to William and Kate: a specially engraved, commemorative dinner service fit for a future King and Queen.
Each piece of fine bone Royal Doulton china featured the regal coat of arms of the House of Burger King, with the Latin inscription of our motto ‘Have it your way’. The whole set was encased in a velvet-lined kauri chest and literally shipped to Buckingham Palace, England.
In-store tray mat
A tray mat in Burger King restaurants, featuring the Royal Couple (of burgers), allowed customers to dine on a paper version of the King's crockery and invited them to follow the story on Facebook.
Facebook activity
We posted The King's gift on Facebook, so fans could see the ultimate royal prank from our cheeky court jester to the future King of England and his new wife.
Results
One (very elaborate) piece of direct mail to Buckingham Palace reached 82,000 people through our Facebook Page.
National media also ran the story on blogs and radio stations, extending our reach.
And as part of a larger campaign, The King’s gift Facebook stunt contributed to the King’s Collection and new Queen Size burgers being well ahead of forecast sales.
The campaign was a Finalist in the PR/Experiential category, CAANZ Axis Awards, NZ 2012
