I’m pretty much always keen for a burger, which makes me an easy target, but even the haters would have to admit that Burger King’s latest efforts on Instagram worked like a charm.

You might not have seen their efforts, though, because this campaign was run by Spanish Burger King.

They used Instagram stories to allow users to build their own Whopper, which then gave them promo codes they could redeem at an outlet for some discounted chow.

You’ll find most of the basics covered in this little video:

Mashable with some more details:

The stats provided by the advertising agency behind the campaign, LOLA MullenLowe Madrid, show that people were into it … in a big way. More than 45,000 unique users engaged with the story, which is more than 80 percent of the account’s followers. Burger King ran out of redeemable codes within 3 hours.

The agency said Burger King Spain gained more than 5,000 followers in a single day from the stunt. @BurgerKing_ES now has 53.5k followers…

“We think that it’s interesting for us, for brands and also for people, if it’s done in the right way,” Francisco Cassis, the executive creative director of LOLA MullenLowe Madrid, said. “It’s a form of storytelling that can be very engaging and drive people to take action if [the ads] are not boring or invasive.”

I usually just skip the ads, but they do make a nice change from people posting bikini shots with deep quotes from ancient philosophers as the caption.

We see through you, babes.

Damn, now I’m hungry for a burger again.

[source:mashable]