Hungry Jack’s, a franchise of the International Burger King Corporation, is an iconic Australian brand that is committed to delivering quality products since opening their doors in 1971. Read this case study to find out what happened when Hungry Jack’s launched a group buying deal with Scoopon (Australia’s leading group buying company), that returned record breaking results

1. Case Study / Hungry Jack’s
Hungry Jack’s uses social media to offer customers
deals that keep them coming back for more
The Challenge customers felt were worth sharing with their
friends and family, it has helped us better direct our
Hungry Jack’s is an iconic Australian brand that efforts,” says O’Keefe.
is committed to delivering quality products since
opening their doors in 1971. Hungry Jack’s is So in March 2012, when Hungry Jack’s launched a
a franchise of the International Burger King group buying deal with Scoopon (Australia’s leading
Corporation, and has over 345 locations group buying company), they leveraged their social
in Australia. media presence to share the deal with customers
and the results were record breaking.
It is their mission to ensure that their customers
return time after time, and that they always enjoy
the highest standards of quality and service. The Result
Hungry Jack’s also has a focus on rewarding their
loyal customers. In the past the company offered The Hungry Jack’s deal was set to run for 24 hours,
customers the chance to be part of their Burger but they decided to extend the offer for another 24
Club. The loyalty program was however falling hours when over 500,000 deals sold in the first day.
short in some areas. “The Burger Club did not When all was said and done, over 675,000 of the
give us a chance to engage or interact with our deals had been claimed, making it the largest group
customers and it was not a very cost effective buying deal in the history of Australia, and one of the
program,” explains Joe O’Keefe Jr., Digital & Social largest in the world.
Media Manager for Hungry Jack’s.
The cost to Hungry Jack’s was very minimal, they
were able to watch as their customers shared the
The Approach deal across various social media channels. Because
customers actually pay for the deal when they
The team at Hungry Jack’s decided that there were come into Hungry Jack’s it means they can track the
better ways to reach their customers, so they success of this deal right to the point of purchase.
started developing a social media strategy that
included a strong Twitter and Facebook presence. “Social media has given us the chance to run
They began using Radian6 to listen and track their a million dollar campaign like this one, without
efforts. Using Radian6, Joe and his team were spending huge amounts of money,” explains
able to track the increase in their engagement O’Keefe. “We believe that tracking our campaigns
with customers, and it gave them insight into is a crucial part of any social media strategy, and
the promotions that were gaining traction with makes it much easier to determine how we will
customers, and those that were not resonating. progress in the future.”
“We were able to see which promotions
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