nonsense

Central to the Social Media Strategy Nonsense created for Gourmet Burger Kitchen is growing their number of Facebook Likes — but those Likers have to be people who are engaged with the brand, and all its laid back Kiwi values.

So, when it came to running a competition, we created ÜberBurgers! The concept is simple; GBK were to give away fresh bread buns stuffed with numerous goodies people choose for themselves — not unlike ordering a fantastic juicy burger at a GBK restaurant.

Nonsense designed and built a Facebook tab with a widget which allowed people to drag and drop from a selection of prizes into a virtual bun. This was your ÜberBurger — your ticket in a prize draw triggered when GBK hit their next target of Facebook Likes! This gave participants a strong incentive to share the competition with their friends, who had to “Like” GBK too in order to play.

Our Media team used targeted Facebook ads to drive relevant traffic to the campaign page, with ads featuring the prizes and laid back GBK-style slogans. And of course, when the time came to present a winner with their prize, we had to get them down to GBK and present them with it inside a soft, seeded burger bun!

The Outcome:

GBK’s Facebook Likes rose from 11,277 to over 22,000 in just 13 weeks. Over 6,800 competition entries, the vast majority signing up for email updates. Facebook PPC ads performed brilliantly, achieving CPCs as low 33p.