Author: Rachel Kraus / Source: Mashable
There are two plausible reactions to a new Instagram campaign from Burger King.
The first: Dope, burgers!
The second: Dang, brands are about to clog up my Stories feed.
Spanish Burger King used Instagram Stories’ polling feature to allow customers to build their own Whoppers — and then get promo codes and actually redeem them.
After choosing their ingredients, customers received a code that would let them pick up their custom burgers. Based on the most popular choices, Burger King España is now offering the “Instagram Whopper” for a limited time.The stats provided by the advertising agency behind the campaign, LOLA MullenLowe Madrid, show that people were into it … in a big way. More than 45,000 unique users engaged with the story, which is more than 80 percent of the account’s followers. Burger King ran out of redeemable codes within 3 hours.
The agency said Burger King Spain gained more than 5,000 followers in a single day from the stunt. @BurgerKing_ES now has 53.5k followers.
TBH, the stats aren’t that surprising. Free burgers plus customization certainly sounds like a ~ recipe ~ for success. But the campaign’s effectiveness could also portend the end of your Stories feed as you know it.
Clearly, Instagram Stories are a powerful way for brands to engage with customers. But, at this point, there’s no way for brands to actively serve their stories to people who don’t follow them. That limits the reach of campaigns.
Instead, Instagram serves skippable interstitial advertisements between friends’ Stories.
But considering the popularity of Instagram Stories, successful cases like Burger King’s that harness Stories’ interactivity, and Facebook’s tendency to insert branded content into anything resembling…The post Instagram Stories are just waiting to get more monetized, and Burger King proves it appeared first on FeedBox.