Burger King knew they had a potential word of mouth opportunity on their hands when they saw a BuzzFeed article featuring their discontinued Chicken Fries was gaining traction. Their customers were demanding a comeback, and to deliver it, Burger King decided to let their fans take the lead.

Director of Digital Marketing and Social Media Adam Gagliardo talks about how they handed their customers the torch, using their posts to create a social movement to bring back Chicken Fries. They revamped the packaging to include the hashtag #chickenfriesareback, created an exclusive video for “superfans” to share, and announced the launch with a customer’s tweet.

In his presentation at SocialMedia.org’s Member Meeting in San Francisco, Adam also shares:

  • How they pulled it off on a small budget
  • Why they treated launch day like a movie premier
  • The letter a Burger King customer wrote to the president

Update: Sorry, but the video for this presentation is no longer available — but you can still check out a summary of the presentation here.

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