BURGER KING – Campaign for Your Cause

Challenge:
Demonstrate Burger King's support for over 17,000 charitable organizations by equitably dividing a $200,000 donation across the markets of Baton Rouge and New Orleans.

Insight:
In the wake of Hurricane Katrina, everyone had a cause to champion, and we simply couldn't please everyone. Now, what we could do was to stay true to the Burger King® brand-one that celebrates choice and individuality.

Solution:
Build upon the Burger King® brand promise "HAVE IT YOUR WAY®" by inviting members of the community to choose, support and campaign for the causes that would ultimately receive the Burger King® donation. Via an Internet microsite and text messaging, Campaign For Your CauseTM gave people the tools to nominate and get out the vote for their favorite causes. Thus, alleviating the pitfalls associated with BK choosing any one separate charity in an arbitrary manner.

Results:
Across the two markets of Baton Rouge and New Orleans, literally 476,000 people decided to Have It Their Way and vote for over 4,000 separate causes. The campaign generated 100,000-plus nominations and over 580,000 votes were cast (4/3/07 - 6/15/07) as it established Burger King® as a generous supporter of the worthwhile causes in the communities it serves.