Why is this case relevant for digital campaigns?

Astro Whopper was a bespoke mobile-led brand experience that brought to life Burger King's most important USP “always flame grilled”, in a truly out-of-this-world way. It turned a flaming hamburger-shaped star, 6500 light years away, into a promo of cosmic proportions - here on earth. Providing users with a once in a lifetime chance to grab a free Whopper.
By leveraging the flame grilled Hamburger in space we basically turned the entire sky into one giant Burger King activation and broke every record of a sampling activity in that market. All while getting a ton of PR and app downloads.

Background:

Burger King is constantly working to improve customer relations and direct communication via its own platforms. Research showed that app downloads directly lead to larger and more frequent purchases at Burger King. The task was to create a campaign that motivated more consumers to download the app.

Insight:

There's a giant burger in the room - and it's flame grilled! Gomez' Hamburger is a 10,000° hot, sun-like star discovered in 1985 by astrophotographer Arturo Gomez.

Idea:

The challenge was simple: find the Whopper in space, get a Whopper on earth. Through a specially developed web application, users could access a sky scanner and unlock a free Whopper when they found Gomez's Hamburger.

Results:

2.5 million unique users reached organically on social media.
Campaign generated estimated media value of 1,025,000 USD.
Social media engagement rate index: 341 (compared to previous campaigns).
180% increase in app downloads (target was 80%).
105% increase in website traffic (target was 70%).
The campaign generated an additional 256,879 newsletter subscriptions.
Voucher redemption rate of 62% (target was 45%).
21% increase in upsell (target was 11%).
Burger King's fastest ever voucher redemption campaign.
15,000 whoppers given out in one week

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