I have to give them credit because I think Crispin Porter may have been the first to crack the problem of how you can use a Facebook application for advertising. They have created Whopper Sacrifice which is an application where choose ten people to be sacrificed from your friends list to prove that you prefer the Whopper over them. For dropping the guillotine on them you will get a free Whopper sandwich and he friends will be notified of your decision. So far over 127,00 people have been sacrificed and the number if growing by the minute as it was 50,000 this morning.
I think this a great concept for a few reasons. First because this idea actually gets people into the restaurants and gets them spending money. You know they will get a drink and fries with it so the concept is creating and shaping consumer behavior at a time when every is looking to make every penny they have go father. My biggest complaint about Subservient Chicken has always been that the concept completely missed this aspect and it didn’t build the brand or drive business.
Second is the built in viral component of the campaign because it is smart viral that isn’t hoping it will catch on and that people may forward it to a few friends.For every one sandwich they give out they get ten more people to find out about the campaign with no media spend. Even if you get just a fraction of those people to take action you are driving a lot of incremental business and revenue.
It is interesting to see if the success of this campaign will become a back fire for Facebook who separates themselves from the applications created for the site. This application actually hurts Facebook because it reduces the links between people within the site and that means fewer page views and that means less advertising revenue. I will definitly keep on eye on this for the success of the campaign and what it means to Facebook moving forward.