Burger King | Cheering meter "شجع من قلبك"

Burger King | Cheering meter “شجع من قلبك”

Case Study: Burger King Egypt – “Shaga3 Mn Albak” Football World Cup Activation

Introduction:

In anticipation of the FIFA World Cup, Burger King Egypt launched an innovative and interactive activation to engage football fans. Titled “Shaga3 Mn Albak” (Cheer from Your Heart), the campaign aimed to capitalize on the passion and excitement surrounding the event. The activation featured a vocal meter that measured participants’ cheering volumes, encouraging fans to show their support for Egypt’s football team by shouting “Maaasrr!” The campaign not only heightened fan engagement but also created a unique and memorable brand experience.

Campaign Objectives:

Fan Engagement: Harness the excitement of the World Cup to deeply engage with football fans.
Brand Awareness: Increase Burger King’s brand visibility and association with the World Cup festivities.
Customer Loyalty: Reward enthusiastic participants with exclusive prizes to strengthen customer loyalty.
Social Media Buzz: Generate buzz and reach through the hashtag #shaga3_mn_albak.

Strategy and Execution:

Creative Concept: The campaign revolved around a specially designed vocal meter app. Participants were required to stand in front of the app and shout “Maaasrr!” as loudly as possible. The app, equipped with the detected meter, measured their vocal volume and displayed the results.
Activation Setup: The activation booths were set up at various high-traffic locations such as malls, Burger King outlets, and fan zones during the World Cup. These booths featured the vocal meter app and branded displays to attract passersby.
Participation Mechanics:
- Participants had to register at the booth, ensuring potential follow-up engagement.
- Each participant was given one chance to shout “Maaasrr!” as loud as they could.
- The vocal meter detected the volume and displayed the reach on the screen.
- The top 10 participants with the highest scores by the end of the activation period would win exclusive prizes, including a Whopper Meal coupon valid for three months and a branded T-shirt.
Digital Integration: The activation was heavily promoted on social media platforms using the hashtag #shaga3_mn_albak. Participants were encouraged to share their experiences, tag Burger King Egypt, and invite friends to join the fun.
Influencer Collaborations: Local influencers and celebrities were invited to participate and share their experiences on social media, amplifying the campaign’s reach and encouraging more fan participation.

Burger King | Egypt

2018-06-14

https://www.facebook.com/BK.EGYPT

THE OBJECTIVES

Creating more traffic to the page & hype for the world cup. Engaging more people & increase restaurant sales.

THE AUDIENCE

Kids, Teens, A+, A, B+, B Class

THE SERVICES

activation concept Creative Digital Social Media Social Media Management

Burger King Egypt’s "Shaga3 Mn Albak" World Cup activation successfully harnessed the excitement of the football event to engage and reward fans. The clever use of a vocal meter app combined with strategic on-ground and digital execution created a memorable and interactive campaign. The activation not only increased brand visibility and social media engagement but also strengthened customer loyalty through rewarding enthusiastic fans. This case study demonstrates the effectiveness of integrating physical and digital experiences in creating compelling brand activations. Their details was transferred to be added to the database. Rewards are 10 Shirts for Top Grand winners & Coupons on spot for all participants

RESULTS

The activation drew significant crowds at booth locations, with fans eager to participate in the vocal challenge. This interactive campaign boosted engagement both on-site and online, greatly increasing Burger King’s visibility. The hashtag #shaga3_mn_albak trended on social media, generating extensive user-generated content and online discussions. Exclusive prizes, such as Whopper Meal coupons and T-shirts, fostered customer loyalty and encouraged repeat visits to Burger King outlets. Overall, the fun and innovative campaign created a strong, positive association with the Burger King brand.

Reach

+ 1 Million

Engagement

+22 K

The activation drew significant crowds at each booth location, with football fans eager to showcase their support and test their vocal strength.

High Participation

The interactive nature of the campaign led to high levels of engagement both at the booths and online. The vocal challenge was shared widely, boosting Burger King’s visibility.

Increased Engagement

The hashtag #shaga3_mn_albak trended on social media, generating substantial user-generated content and conversations around the campaign and Burger King.

Social Media Buzz

The excitement of winning exclusive prizes, such as the Whopper Meal coupons and T-shirts, helped foster a sense of loyalty among participants, encouraging repeat visits to Burger King outlets.

Customer Loyalty

The innovative and fun activation created a positive brand association, positioning Burger King as a brand that brings people together to celebrate shared passions.

Positive Brand Association