Context:
After 15 years of absence in France, Burger King’s come back generates a huge enthusiasm from our fans. Our main objective is to maintain this excitation and make each of our speaking time a real event for our fans. To do so, we adopted a Social oriented strategy in order to integrate and engage our fans in all our communications.

The “No Like Battle” was lead by this ambition as we wanted to maximize our fans’ engagement (despite if Facebook discriminates the unsponsored publications), enlarge our community our social networks and prove that we didn’t need the attraction of a huge reward to get our fans involved (all they had to win is a free Whopper).

Idea:
The 24^th of November, we created a post on our Facebook page offering a free Whopper for the people who commented the post … but only for the Fans which could get NO like on it.

We directly challenged our fans and asked them to fight one against the other for the love of the Whopper. They had to modify their instinctive behavior on social networks (getting more and more likes) and try to convince the other ones to NOT like their comment.

So far, we still haven’t our winner as no one succeed in remaining the only one without any like on its comment.

Results: 
In 24 hours and with no media investment, we received more than 4.000 comments (corresponding to 10% of our total fan base at that time) all instantly liked by our Fans.

The reception of this post was extremely positive and our fans shown us a surprising creativity and malice to get their free Whopper.

Today the post has reached more than 300.000 people on Facebook and it’s not over. Our Fans are still trying to win!