{"id":9159,"date":"2019-06-18T14:28:33","date_gmt":"2019-06-18T18:28:33","guid":{"rendered":"https:\/\/blog.brainstation.io\/?p=9159"},"modified":"2020-04-17T12:08:04","modified_gmt":"2020-04-17T16:08:04","slug":"inside-5-successful-fast-food-social-media-campaigns","status":"publish","type":"post","link":"https:\/\/brainstation.io\/blog\/inside-5-successful-fast-food-social-media-campaigns","title":{"rendered":"Inside 5 Successful Fast-Food Social Media Campaigns"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Fast-food restaurants have always been fiercely competitive, and the latest frontier for those old culinary rivalries? Social media.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fast-food and fast-casual chains have launched some seriously creative campaigns in recent years to win the attention \u2013 and appetites \u2013 of potential customers, and some of those clever social media marketing blitzes have resulted in real boosts to the bottom lines of some of America\u2019s best-established brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To see how they did it, we took a closer look at five of the most successful and impactful fast-food social media campaigns in recent years.<\/span><\/p>\n<h2><b>Burger King\u2019s Chicken Fries<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Many venerable fast-food brands have struggled with the best way to lure millennials into their restaurants. In Burger King\u2019s case, the trick was simply listening.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In January 2014, the company noticed an odd trend in social media: millennials were increasingly lamenting the disappearance of Burger King\u2019s chicken fries, which had been removed from their menu two years earlier.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Merely bringing back a popular menu item isn\u2019t a stroke of genius, but the reason this campaign resonated to such a degree is that Burger King revived the snack with a <\/span><span style=\"font-weight: 400;\">tongue-in-cheek sense of humor<\/span><span style=\"font-weight: 400;\"> and presented the decision as a victory of sorts for the company\u2019s loyal customers and social media followers.<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\" style=\"text-align: center;\">You asked. We answered. <a href=\"https:\/\/twitter.com\/hashtag\/ChickenFriesAreBack?src=hash&amp;ref_src=twsrc%5Etfw\">#ChickenFriesAreBack<\/a> <a href=\"http:\/\/t.co\/dYdwCSEw4P\">pic.twitter.com\/dYdwCSEw4P<\/a><\/p>\n<p style=\"text-align: center;\">\u2014 Stranger King (@BurgerKing) <a href=\"https:\/\/twitter.com\/BurgerKing\/status\/497799904333271040?ref_src=twsrc%5Etfw\">August 8, 2014<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">The company received <\/span><a href=\"https:\/\/www.adweek.com\/brand-marketing\/burger-king-getting-380-tweets-every-minute-chicken-fries-159545\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">380 tweets every minute<\/span><\/a><span style=\"font-weight: 400;\"> about the chicken-fry revival, while also garnering mainstream coverage from the likes of Time and the Huffington Post.<\/span><span style=\"font-weight: 400;\">\u00a0A YouGov survey of Millennials showed that their perceptions of Burger King increased 44 percent during the first two weeks of the campaign, while their impressions of McDonald\u2019s and Wendy\u2019s dropped 84 percent and 28 percent during the same time period. Meanwhile, sales jumped in the U.S. and Canada by the <\/span><a href=\"https:\/\/www.ctvnews.ca\/business\/burger-king-chicken-fries-helped-lift-u-s-sales-as-mcdonald-s-sales-fall-1.2085818\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">biggest amount in two years<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not the only time Burger King got creative with a social media campaign. More recently, a group of influencers realized that Burger King was liking their old tweets and, of course, took to social media to speculate as to why \u2013 meaning Burger King was able to leverage their huge followings while simultaneously drawing <\/span><a href=\"https:\/\/mashable.com\/article\/casey-neistat-burger-king-twitter-feud\/#5mtVYjoDksqz\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">news attention<\/span><\/a><span style=\"font-weight: 400;\">, all with a few clicks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another clever attention-grabbing stunt was the company\u2019s invitation to McDonald\u2019s to team up for a \u201cpeace offering\u201d called the McWhopper, which would raise awareness for Peace One Day. The proposal garnered lots of headlines, but it also had the added benefit of creating a backlash against their rivals when McDonald\u2019s <\/span><a href=\"https:\/\/www.facebook.com\/McDonalds\/posts\/10156031225440584\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">declined<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>IHOP\u2019s IHOb<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Rarely has a brand created such a social-media stir by simply flipping a letter upside-down.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Last June, pancake chain IHOP <\/span><span style=\"font-weight: 400;\">tweeted<\/span><span style=\"font-weight: 400;\"> that after 60 years in business, it was changing its name to IHOb \u2013 but provided no indication of why. <\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\" style=\"text-align: center;\">For 60 pancakin\u2019 years, we\u2019ve been IHOP. Now, we\u2019re flippin\u2019 our name to IHOb. Find out what it could b on 6.11.18. <a href=\"https:\/\/twitter.com\/hashtag\/IHOb?src=hash&amp;ref_src=twsrc%5Etfw\">#IHOb<\/a> <a href=\"https:\/\/t.co\/evSxKV3QmT\">pic.twitter.com\/evSxKV3QmT<\/a><\/p>\n<p style=\"text-align: center;\">\u2014 IHOP (@IHOP) <a href=\"https:\/\/twitter.com\/IHOP\/status\/1003682801042915328?ref_src=twsrc%5Etfw\">June 4, 2018<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">The tweet received nearly 50,000 shares and replies as the company\u2019s social-media following guessed at what the name change could signify. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the company eventually <\/span><span style=\"font-weight: 400;\">revealed<\/span><span style=\"font-weight: 400;\"> that the \u201cb\u201d was signaling a new line of burgers from the breakfast institution, that tweet received more than 75,000 shares and replies. Other fast-food chains even got in on the fun, with Burger King changing its profile to \u201cPancake King\u201d and <\/span><a href=\"https:\/\/twitter.com\/Wendys\/status\/1006198612349673473\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Wendy\u2019s<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/twitter.com\/DennysDiner\/status\/1006180048993505280\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Denny\u2019s<\/span><\/a><span style=\"font-weight: 400;\"> taking playful shots at the campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Part of the genius of the stunt was how it worked over the news media. Major outlets including CNN, Time, and USA Today reported breathlessly on every twist in the saga, with the first batch of high-profile news stories coming at the announcement of the name change, the second with the burger reveal, and the third when IHOP <\/span><span style=\"font-weight: 400;\">announced<\/span><span style=\"font-weight: 400;\"> only a month later that it was ditching the switch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In all, there <\/span><a href=\"https:\/\/adage.com\/article\/cmo-strategy\/ihop-s-selling-burgers-marketing-ploy\/313872\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">were 1.8 million mentions of IHOB and 1 million mentions of IHOP<\/span><\/a><span style=\"font-weight: 400;\"> on Twitter between June 1 and June 13, 2018, and the name switch generated roughly 15,000 media stories even before announcing they were reverting back to the original name.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although some decried the stunt as annoying, it certainly got people talking, and it won three Effie Awards, including gold in the restaurant category. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe think it was a huge success,\u201d IHOP president Darren Rebelez <\/span><a href=\"https:\/\/www.businessinsider.com\/ihop-ihob-name-change-boosts-brand-2018-6\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">told Business Insider<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLiterally everybody in the world now knows that IHOP is now selling burgers. That was goal No. 1. Goal No. 2 was to actually sell them.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, they accomplished that too. Rebelez said restaurants saw <\/span><a href=\"https:\/\/adage.com\/article\/cmo-strategy\/ihop-s-selling-burgers-marketing-ploy\/313872\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">four to seven times<\/span><\/a><span style=\"font-weight: 400;\"> more burger orders after the name change.<\/span><\/p>\n<h2><b>Taco Bell\u2019s Taco Emoji<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Many brands have recently angled after their own custom emojis \u2013 but only Taco Bell managed to turn it into a movement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The <\/span><span style=\"font-weight: 400;\">#TacoEmoji<\/span><span style=\"font-weight: 400;\"> campaign began somewhat organically, with Twitter users tagging Taco Bell wondering about the absence of a pixelated taco icon in their phones. A <\/span><span style=\"font-weight: 400;\">Change.org petition<\/span><span style=\"font-weight: 400;\"> followed, garnering nearly 33,000 petitions in seven months, and the company even made <\/span><span style=\"font-weight: 400;\">T-shirts<\/span><span style=\"font-weight: 400;\">. <\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\" style=\"text-align: center;\">This <a href=\"https:\/\/twitter.com\/hashtag\/TacoEmoji?src=hash&amp;ref_src=twsrc%5Etfw\">#TacoEmoji<\/a> petition is no joke. So we made t-shirts. If you support it, wear it. <a href=\"http:\/\/t.co\/QPOD8Xy6no\">http:\/\/t.co\/QPOD8Xy6no<\/a> <a href=\"http:\/\/t.co\/LzJXv5z5Fd\">pic.twitter.com\/LzJXv5z5Fd<\/a><\/p>\n<p style=\"text-align: center;\">\u2014 Taco Bell (@tacobell) <a href=\"https:\/\/twitter.com\/tacobell\/status\/560566048244523017?ref_src=twsrc%5Etfw\">January 28, 2015<\/a><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">The campaign was successful, and the Unicode Consortium \u2013 which regulates coding standards \u2013 eventually approved the taco emoji in June 2015.\u00a0<\/span><span style=\"font-weight: 400;\">But the campaign wasn\u2019t notable only because customers can text each other pictures of tacos now. The brilliance of Taco Bell\u2019s marketing strategy lay in the rollout following Unicode\u2019s decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Immediately after the emoji was introduced, the company launched the #TacoEmojiEngine campaign, promising that anyone who tweeted the taco and another emoji would instantly be rewarded with a reply from the company featuring a custom GIF. In all, Taco Bell created 600 original GIFs for the campaign and also rolled out four colorful and \u201chighly Instagrammable\u201d Doritos Locos Taco holders that featured the emoji in different ways.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Though the campaign was obviously a stunt, executives with the company said it worked because it carried an undercurrent of authenticity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThis is about the taco having its rightful place in the official emoji keyboard \u2013 this wasn\u2019t about us doing a branded thing,\u201d <\/span><a href=\"https:\/\/www.adweek.com\/digital\/heres-why-taco-bell-created-600-gifs-and-photos-its-new-social-campaign-168007\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">said<\/span><\/a><span style=\"font-weight: 400;\"> Marisa Thalberg, Chief Brand Engagement Officer for Taco Bell.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe had our hopes raised and dashed a few times along the way, but ultimately Unicode came through, and it\u2019s here.\u201d<\/span><\/p>\n<h2><b>Domino\u2019s \u2013 Honesty is the Best Policy<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Back in 2010, with profits declining and sales sagging, Domino\u2019s adopted an interesting strategy: tell the truth about its previously lackluster pizza.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Certainly, introducing a newly reformulated pizza recipe by insulting the old one was risky, but the clever <\/span><span style=\"font-weight: 400;\">apology tour<\/span><span style=\"font-weight: 400;\"> campaign essentially established a new overarching strategy of blunt honesty that has served the brand extremely well since.<\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/AH5R56jILag\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The same year they started saying sorry, Domino\u2019s launched the Show Us Your Pizza campaign and began sharing unvarnished photos of its pizza and other products from real customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Does the pizza sometimes look <\/span><span style=\"font-weight: 400;\">greasy<\/span><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">messy<\/span><span style=\"font-weight: 400;\">, or <\/span><span style=\"font-weight: 400;\">dimly lit<\/span><span style=\"font-weight: 400;\">? Sure, but it also looks real, and it\u2019s clear that the strategy is working; Domino\u2019s is the industry leader on Instagram according to a <\/span><a href=\"https:\/\/www.qsrmagazine.com\/marketing-promotions\/which-restaurant-brands-rule-social-media-universe\"><span style=\"font-weight: 400;\">study from ShareIQ<\/span><\/a><span style=\"font-weight: 400;\">, which found that the brand received 1.4 million likes in the first few months of 2018, compared to 197,000 for McDonald\u2019s and 127,000 for Wendy\u2019s.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u201cIn this space, we actually are finding that less than perfect is sometimes actually perfect,\u201d\u00a0<\/span><a href=\"https:\/\/www.fastcompany.com\/90138198\/dominos-could-win-the-pizza-wars-by-being-grosser-than-everyone-else\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">says<\/span><\/a><span style=\"font-weight: 400;\"> Dennis Maloney, Domino\u2019s Chief Digital Officer. \u201cA lot of customers are out photographing their food. They know, depending on where you take it and the light you\u2019re under, food looks different. It feels much more honest and transparent when the images are imperfect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEven if it is a little bit gooey, greasy, the packaging isn\u2019t perfect, and there\u2019s a bit of a burnt spot, that\u2019s the pizza you get,\u201d he added. \u201cAnd that makes you think how good it was last time you had it.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another clever campaign Domino\u2019s launched recently was <\/span><span style=\"font-weight: 400;\">#PavingForPizza<\/span><span style=\"font-weight: 400;\">, in which the company urged customers to nominate potholes in their town for repair. The campaign elicited 54,000 social-media mentions, drew mainstream news coverage, and led to more than 137,000 nominations in all 50 states.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All this attention is paying real dividends. In 2018, Domino\u2019s finally <\/span><span style=\"font-weight: 400;\">overtook<\/span><span style=\"font-weight: 400;\"> Pizza Hut as the top pizza chain in the U.S. with $12.3 billion in gross sales.<\/span><\/p>\n<h2><b>Starbucks\u2019 Unicorn Frappuccino<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">When it comes to social media marketing successes, Starbucks\u2019 Unicorn Frappuccino really does seem like the stuff of mythology.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As part of the rollout of its Frappuccino Happy Hour, the coffee chain unveiled the vibrantly hued, sugar-loaded frozen treat and social media pretty much lost its collective mind.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the single week, the Unicorn Frapp was available in April 2017, there were more than <\/span><span style=\"font-weight: 400;\">180,000 posts<\/span><span style=\"font-weight: 400;\"> on social media featuring the bright beverage. The mango-flavored drink became a media sensation too. News outlets ran dozens of stories <\/span><span style=\"font-weight: 400;\">investigating its ingredients<\/span><span style=\"font-weight: 400;\"> or <\/span><span style=\"font-weight: 400;\">conducting taste tests<\/span><span style=\"font-weight: 400;\">. \u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even late-night comics got in on the action, with Stephen Colbert performing a \u201chate-taste\u201d of the beverage and Jimmy Kimmel teasing that it looks like a \u201cwindbreaker from the \u201880s.\u201d<\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/PBBDlgwm8dg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s got everything in it but coffee,\u201d he <\/span><a href=\"https:\/\/www.businessinsider.com\/jimmy-kimmel-starbucks-unicorn-frappuccino-spoof-2017-4\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">joked<\/span><\/a><span style=\"font-weight: 400;\">. \u201cWho says America doesn\u2019t invent anything anymore? It\u2019s only available through April 23 or when someone dies from drinking it, whatever comes first.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So yes, many of the reviews were less-than-glowing. But there\u2019s no arguing with the value of the publicity it generated \u2013 in just one week, the Unicorn Frappuccino led to an increase and a <\/span><span style=\"font-weight: 400;\">3 percent<\/span><span style=\"font-weight: 400;\"> increase in same-store sales for that quarter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That social-media success has been tough to replicate for the Seattle-based company. Last March, the limited-time-only Crystal Ball Frappuccino was unveiled, but it only drove an incremental 0.4 percent increase in social media mentions, compared with 6.5 percent for the Unicorn Frappuccino.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unicorns really are rare.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><em>Inspired? Kickstart your company&#8217;s online presence with BrainStation&#8217;s<a href=\"https:\/\/brainstation.io\/course\/social-media-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"> Social Media Marketing certificate course<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media has boosted the bottom lines of America\u2019s best-established brands. Here are some of the most inventive fast-food social media campaigns.<\/p>\n","protected":false},"author":7,"featured_media":9172,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[169,510,84],"tags":[202,949,211,506,170],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Inside 5 Successful Fast-Food Social Media Campaigns | BrainStation\u00ae Blog<\/title>\n<meta name=\"description\" content=\"Social media has boosted the bottom lines of America\u2019s best-established brands. 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