I would need to get them to buy into, understand and retain Burger King’s message and give them another try. The #MakeYourMark Campaign invites 18-24 year old social media users to play with the idea that things are “not the same without their mark”, through user-generated content. This activity highlights the importance of distinct iconography (or marks), such as the Superman ‘S’ or Harry Potter’s scar. As a result, this introduces the idea that burgers are not the same without their flame-grilled mark – something only Burger King provides.

This user-generated content would extend Burger King’s reach across multiple audiences. Following research, it was clear that most of this sceptical demographic doesn’t actively follow BK’s social media pages – rendering their organic posts useless in this instance. As a result, partnering with social influencers and/or digital news publications could be invaluable in spreading campaign awareness among the targeted demographic.

Websites such as LADbible, UniLAD and BuzzFeed have a high number of consistently active users with the attitude to create original meme content, no matter the type of humour. The campaign could also open up cross-promotional opportunities, with partners such as film studios. In the Disaster Artist example below, Burger King would be utilising clips from the film to produce ‘mark-less’ content. In return for asset use, our posts would include a call-out to the films availability.