Bringing the heat to the QSR social media battlefield on a value meal-sized budget.

Burger King is practically social media royalty – in the US, that is. In Singapore, it boasts zero street cred, cast adrift in a sea of bland tactical promotions and seasonal menus while being overshadowed by usurpers armed with million-dollar budgets and a new wave of foreign adversaries.

With a little social listening and a self-concocted, always-on, social-first approach, a ragtag bunch of grill-crazy folks kept up with the hottest happenings in the land and dished out buzz-worthy punches.

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The secret sauce

To rule well, you need to win the hearts and minds of the people – and that’s something you can’t buy.

So to reengage with Singaporeans, we used social listening (aka round-the-clock data feeds, geo-fenced content areas, custom insight filters and more, if you must know) and kept up with the hottest happenings across the land, dishing out buzz-worthy punches even before the news found its sizzle.

 

The hottest hits

From A&W fisticuffs to CNY clapbacks, high-fashion hijinks to off-the-menu orders, no one was spared our fiery content delivered fresh off the grill and, boy, did it get the people going.

When a brawl broke out outside A&W, we brokered peace and even threw in a 2-for-$4 promo to help all parties break bread.

When a brawl broke out outside A&W, we brokered peace within 24h and even threw in a 2-for-$4 promo to help all parties break bread.

Alexander Wang dropped a suspiciously familiar clutch. And we made sure people knew who the OG was.

Alexander Wang dropped a suspiciously familiar clutch, and we made sure people knew who the OG was. As the great Omar Little once said, “You come at the King, you best not miss.”

With CNY around the corner, we bestowed upon Singaporeans a series of fiery clapbacks to the usual pesky questions faced.

With CNY around the corner, we bestowed upon Singaporeans a series of fiery clapbacks to the usual pesky questions faced.

Beat you-know-who for their Year in Review, dropping our own take on the strangest orders worth celebrating across our outlets islandwide.

Beat you-know-who for their Year in Review, dropping our own take on the strangest orders made across our outlets islandwide that were worth celebrating.

 

Results

While anyone can be reactive, few could ever dream of being royally great at it like we were.

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Awards
Marketing Excellence Awards | Gold (Excellence in Data Driven Marketing)
Marketing Excellence Awards | Gold (Excellence in Consumer Insight/Market Research)