Burger King Spain gave consumers the opportunity to build their perfect burger order by using the interactivity tools in Instagram Stories – a feature that lets Instagram users post a series of videos and photos that vanish after 24hrs.
The brand stacked nine Stories – one each per classic ingredient – into its Instagram feed. As fans swiped through them, they could use polling widgets on each 15-second clip to choose their favourite toppings. Once they’d completed the clips, each user received an automatically generated coupon through Instagram’s direct messaging system that they could exchange for their personalised burger in store.
Created by Madrid-based ad agency Lola MullenLowe, the 24-hour activation – dubbed Stories Ordering – generated almost 35,000 coupons in under three hours. Burger King also took the data from all of the interactions to surface the most popular burger, with the resulting InstaWhopper then made available across Spain for a limited time.
Instagram claims 80% of its users follow at least one brand account (Instagram, 2017), and the Facebook-owned platform’s ad revenue is expected to hit $6.8bn by the end of 2018 (Statista, 2018). As Facebook cranks up the monetisation of its apps, interactive ad formats that reward users’ attention in exchange for disrupting their experience of organic content will be vital for brands to sustain consumer goodwill.