Using an absolutely unconventional and creative method to launch a viral campaign, Burgerance- the biggest fast food chain in Israel, turned what it looked like a risky strategy into one amazing success.
This double campaign reminded me of the illegitimate method of creating scandals to create virality and then trying to offset it of many fast rising celebrities. Such a method is a double-edged sword, because once it fails, your brand/life is seriously ruined. Hence, with such strategies, control plan is very important.
Back to our Burgerance case, the key to success when executing this campaign is to make sure customers think the faulty system of Burgerance is real, not something the company intentionally means to do. Now, let’s watch the campaign summary!