These days, most of the companies take social media to be a game of numbers. Get that many likes, this many followers and you will be all set. But Burger King‘s Norway unit decided to take an entirely different approach by asking fans to unlike its Facebook page.
This wasn’t just a random stunt. It was a carefully calculated move which Burger King Norway took after it realized that many of its Facebook followers are not exactly fans. Although the Facebook page had 38,000 likes, most fans posted ridiculing remarks about Burger King and the overall interactions on the page were pretty limited.
So the company decided to adopt a different strategy. It came up with two options for all of its 38k followers. They could either choose to get a free Big Mac and get banned from the Burger King page forever and being called a ‘sellout’, or they could prove that they were a ‘true fan.’
As a result of this strategy, the company lost some 30,000 fans on its Facebook page and handed out 1,000 Big Mac coupons within a week. For some, this may seem like a failed social media campaign but the truth is the exact opposite. Currently, the same Facebook page has nearly 9,000 followers all of which have proved that they are loyal customers of the brand. These followers, although a lot fewer than before, indulge in five times more frequent interactions with the page than the old followers did.
In the long-run and even from a business view point, this was an excellent way of weeding out irrelevant and detrimental followers from a Facebook page and limiting it to genuinely loyal customers.
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