Century Burger, a popular fast-food chain in Saudi Arabia, sought to create a memorable and engaging campaign to celebrate Saudi National Day. The campaign, titled “88 for the Win,” aimed to drive customer engagement and generate buzz by inviting all Saudi nationals with the number 88 in their national ID to enjoy a free sandwich at Century Burger restaurants. This creative initiative not only celebrated Saudi Arabia’s 88th National Day but also aimed to enhance brand visibility and customer loyalty.

Strategy and Execution:

1. Simple Concept: The core idea was to invite Saudi nationals with the number 88 in their national ID to visit Century Burger and claim a free sandwich. This unique approach tied directly to the celebration of the 88th Saudi National Day.
2. Promotional Activities:
   • Digital Marketing: Promoted the campaign heavily on social media platforms like Twitter, Instagram, and Facebook. Engaging posts and videos were created to explain the promotion and excite the audience.
   • In-store Promotions: Century Burger outlets were decorated with Saudi National Day themes, creating a festive atmosphere. Staff were briefed to create a welcoming environment, ensuring a smooth experience for participants.
   • User Engagement: Encouraged customers to share their Century Burger experience on social media using a specific hashtag, #CenturyBurger88, to amplify reach and engagement.
3. Execution:
   • Eligibility Verification: Organized a straightforward process for participants to verify their eligibility by showing their national ID at the counter.
   • Reward Distribution: Provided eligible customers with a free sandwich, making sure the experience was quick and enjoyable to create positive associations with the brand.
4. Influencer Collaboration:
   • Collaborated with local influencers and bloggers who shared their participation and experiences, further promoting the campaign and encouraging others to join in.