Burgeranch is an Israeli fast food chain that launched a new burger deal called “combina” which basically means “outsmarting the system” with the burger deal and getting a whole lot more food for less money.
So McCann Erickson Israel came up with a pretty unusual kind of engagement campaign for Burgeranch. To launch the burger deal, they based the campaign on the “combina” path. The first part of the official campaign drove users to an online quiz that was impossible to answer correctly, meanwhile, clues were seeded on how to hack the quiz by changing certain details in the URL. Once word spread, the campaign took off and what seemed like a risky campaign strategy turned out to be a big success!