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How Burger King reached 78% of French TikTok users without spending big
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You don’t need a big budget to go big on social.
Just a clever idea and the right person to light the match.
Let me tell you a quick story about Burger King France and how they pulled off one of the smartest TikTok campaigns I’ve seen in a while with nothing but a tweak to their website’s terms and conditions page.
Yep, the T&C page that no one ever reads.
Burger King quietly added a hidden line to their terms. It said:
Anyone who’s followed by Burger King on TikTok, gets a free Whopper.
Naturally, no one noticed.
Until they did.
Burger King followed just one person- a French TikToker called Masdak known for spotting weird legal loopholes and commercial tricks. The man has 2 million+ followers and a loyal fanbase that listens.
He dropped a video explaining the "unnoticeable" offer and the internet woke up.
People flooded Burger King’s TikTok with requests. But they didn’t just ask politely.
Some offered to tattoo the brand’s logo.
Others designed new packaging.
One person even played a live DJ set in a Burger King drive-thru just for a follow.
It became a full-blown fandom movement.
Burger King only added fuel to the fire. They followed back a fan who had liked all 2,300 of their TikTok posts.
Results?
They reached 78% of French TikTok users
pulled in 22M+ views
got 3.2M likes
83K comments
gained over 104K new followers
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Luv