Submitted by: Jess Taylor 25/01/2017
To raise awareness for International Peace Day on September 21, Burger King, created an audacious plan to ignite conversation and get a reaction out of their client’s biggest rival, McDonald’s. Burger King published an open letter in The New York Times, inviting McDonald’s to mark International Peace Day by creating a burger together; the letter quickly went viral, becoming the number one trending topic on Facebook and Twitter. The campaign gained an ROI of 1:88, and a 40% increase in Peace Day awareness. When you write an open letter, you really want to publish it on paper!