A year ago, Burger King caused a stir in the United States by offering a $3.69 Angry Whopper to those who agreed to “unfriend” 10 people on Facebook. The social-media network didn’t like the idea of pulling the plug on its users and the “Whopper Sacrifice” promotion—created by agency Crispin, Porter + Bogusky—was terminated.
Now, in Norway, Burger King is approaching the idea from a more-positive angle and inviting burger lovers to pay for its new Hot Salsa burger the old-fashioned way (18 Kroner, or about $2.94) or with the new currency of the Digital Age: 10 Facebook “likes.” The Like button recently replaced the “Become a Fan” link on Facebook. “Now you can pay with cash or Facebook likes!” proclaims the chain’s Norwegian home page. Its Facebook page has more than 28,000 friends.
Clicking the new Like button on Burger King/Norway’s Facebook page yields codes delivered to cellphones. My Norwegian isn’t strong, but it appears that 10 Likes can be redeemed for a Hot Salsa, putting the value of each Facebook Like at about 29¢. That’s less than the $3.60 value that researcher Virtue recently determined for a Facebook fan. According to Adweek, Virtue estimates that a consumer product’s fan base of 1 million persons is equal to a minimum of $3.6 million in equivalent media advertising over a year.
Facebook on April 21 unveiled the Like button on April 21, saying it had been developed as the primary way for users to recommend blogs, website, music, burgers and more to friends. As Facebook explained the change in its FAQs this way: “To improve your experience and promote consistency across the site, we’ve changed the language for Pages from ‘Fan’ to ‘Like.’ We believe this change offers you a more lightweight and standard way to connect with people, things and topic in which you are interested.” Mashable reported that 50,000 websites incorporated Facebook’s Like button within the technology’s first week.