The Burger King ‘Explains a lot’ campaign won the ‘best use of a specific platform in a campaign’ category.

The full shortlist for this category included some big hitters including LadBible, Bournemouth University, Savills (one of our own), Guittard Chocolate Company and Photobox.

The quick witted and brave social team put themselves out there when Kayne West and Burger Kings arch rival made some noise on Twitter, claiming that ‘McDonalds was his favourite restaurant’.

Burger King’s response was three, simple words ‘Explains a lot’, and the conversation went crazy! It captured the mood of the internet and all over the globe people were commenting, laughing and sharing. Which resulted in over 200 leading publications across the world, like The Daily Mail, The Sun, Fox News adding to the conversation – as did titles that directly engage with the audiences (NME, Esquire and Cosmo).

With zero paid media the activity achieved over 1 million likes, reached over half a billion people, gained $6 million in earned media and claimed the title of ‘the most liked tweet by a brand of all time!’

“Coolr is totally transforming our social media presence and is building a strong connection with our youth audience. The Kanye West activation was outstanding and we are proud to have achieved the most liked tweet by a brand of all time”

Soco Nunez, Head of Brand & Marketing Communications, Burger King UK.

Why this means so much to us? The PRCA Digital Awards recognise the talent and impact of individuals, teams and campaigns from the best of the digital PR and communications profession.


If you are curious about how Coolr can help reimagine your social, Adam would love to have a conversation with you. Call us on +44 (0)207 025 8130 or send us an email

Enjoyed this case study? Share!