Social media is indeed a great source of attracting people towards your brand, product or service. People are doing many amazing things online to become viral and many campaigns are flying on net which offer free goodies if you win. But have you ever heard about a campaign which makes you learn how to breach a contest and win big ? That exactly was done by Burgeranch, an Israeli fast food chain, which launched 2 different campaigns on social media at the same time to have better brand exposure and higher significant market share in burger business.
So the campaign to launch the burger deal, followed on the “combina” path, creating two campaigns, with the first official campaign driving users to an online quiz that was impossible to answer correctly, meanwhile, they seeded clues of how to hack the quiz by changing details in the URL. Once word spread, the campaign took off, and I’m sure all the guys at McCann Erickson Israel were celebrating what was a decently risky campaign strategy. I’m glad you could convince the client and pull off the result to match.