Campaign India Team
Jan 19, 2009

Facebook blocks Burger King's ditch 10 friends app

Burger King US has dropped its Whopper Sacrifice campaign on Facebook after the social networking site demanded it be altered, citing a violation of its privacy policy. The promotion, which Burger King launched last week, rewarded Facebook users with a free Whopper coupon if they dumped 10 Facebook friends.

Facebook blocks Burger King's ditch 10 friends app

Burger King US has dropped its Whopper Sacrifice campaign on Facebook after the social networking site demanded it be altered, citing a violation of its privacy policy. The promotion, which Burger King launched last week, rewarded Facebook users with a free Whopper coupon if they dumped 10 Facebook friends.
A total of 233,906 Facebook users found themselves "de-friended" in the name of a hamburger before Facebook requested the application changed. Usually when a friend is removed on Facebook, no announcement is made, however the Whopper Sacrifice application created an update to inform the deleted friend that they had been "sacrificed for a free Whopper".
Facebook objected to the de-friending notification on the grounds that it would disrupt users' privacy expectations. A Facebook spokesperson said: "We encourage creativity from developers and brands using Facebook Platform, but we also must ensure that applications follow users' expectations of privacy. This application facilitated activity that ran counter to user privacy by notifying people when a user removes a friend. We have reached out to the developer with suggested solutions."
However, Burger King decided to pull the campaign rather than continue the application with restrictions. A Burger King spokesperson said: "While Facebook was a great sport, they did ask for changes that would have resulted in a different approach to our application, counter to what we developed. Ultimately, based on philosophical differences, we decided to conclude the campaign and chose to 'sacrifice' the application."
The Whopper Sacrifice website now reads: "Whopper Sacrifice has been sacrificed."
The campaign was created by ad agency Crispin Porter + Bogusky, which raised controversy with its Whopper Virgins and hamburger scented cologne ads last month.
 

Source:
Campaign India

Related Articles

Just Published

5 hours ago

Indian women in advertising speak up against tokenism

The Collective, a group of female leaders from the Indian industry, want to address real issues by speaking up about what actually bothers them

17 hours ago

Fastrack Reflex 3.0 helps workouts #StartAnywhere

Watch the film conceptualised by Lowe Lintas here

23 hours ago

Period leave: A privilege or a basic right?

Three marketing agencies in the region make the case for period leave as equitable staff policy. But the effects of period leave, we learn, play a bigger role in destigmatising conversations around menstruation and women’s health

23 hours ago

New Business League: January 2021 update

Which agencies are leading early in 2021?