Digiday+ Member Article

In 2009, Crispin Porter + Bogusky and Burger King were on a high. In answer to a brief to show people demonstrating their love for the Whopper on the burger’s 50th anniversary, two zany campaigns had pushed the envelope and broken online records: Whopper Freakout (which secretly taped people after telling them the Whopper was off the menu) and Whopper Virgins (which took a crew worldwide to find people who had never eaten Whoppers).

CP+B then managed to follow up that creative with a campaign that broke almost every rule in the marketing playbook: the Whopper Sacrifice, a Facebook app that asked users to unfriend people to get a Whopper. Within a week, more than 82,000 people had sacrificed some 233,900 friends this way, and the campaign received some 35 million impressions. Here, the story of that award-winning campaign, from the people who lived through it.

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