Finally my own Burger King

Now that sounds incredibly exciting - and it is, at least in part. Sullyvan K. from Bordeaux is France's most loyal Burger King fan: With his 637 comments on the fast food chain's French Facebook profile, he is the most avid follower of Whopper & Co.

This perseverance has now been rewarded: with a Burger King branch that has been completely personalized to Sullyvan. "Home of Sullyvan" is written above the entrance, for example, instead of "Home of Whopper". And centrally: For one year, the winner gets to eat burgers for free. As often as he wants, as many as he wants.

Whether Sullyvan is really a real fan - as always, we don't really know. In any case, Burger King is continuing the campaign. And the film about Sullyvan's presents is being used to activate its own community: Who among the Facebook post who posts the most comments also wins free Burger King for a year. It's clumsy, but it works: In eight hours, more than 40,000 comments have already been posted.

An efficient social media strategy is to organize contests that reward the most diligent users. Huge numbers of people participate, spread your brand throughout the social network, and in the end you give one of them a relatively inexpensive prize. A year's worth of burgers from your own kitchen for one person - a piece of cake compared to the costs that successful community management otherwise incurs.

The concept of "letting users do the work and rewarding only one of them" is somewhat reminiscent of the campaign where you could buy a car with Youtube views (Werbewoche.ch reported). In the meantime, ForteBank from Kazakhstan has been inspired by this brainwave: The bank paid out the likes that a user asking for money collected in a week in real money. More than 18,000 likes and a great deal of media interest cost the bank a measly $610 in the end. (hae)