I was talking with the participants of my course in Barcelona about the Burger King mini-documentary Whopper Freakout. The documentary shows the power of Burger King’s signature dish The Whopper. The documentary is fascinating, touching and mawkish in turn. The film became viral in nature because it was compelling reality television in the vein of Punkd or Candid Camera. Burger King and the advertising agency had to work enormously hard to ensure that the film hits the right note: that it isn’t seen to poke fun at its customer base, but still elicits the kind of audience product endorsement that they were looking for.
The Spanish audience understood the appeal of the film but there was a discussion about whether a similar film would appeal in Spain? The consensus was that if you picked the right, sufficiently Spanish product, consumers would be passionate about it. The example they gave was patatas bravas (spicy potatos) from from Bar Tomás in Barcelona. Bar Tomás is not a chain, its not particularly glamourous but all of the locals in the class agreed that this was the bar’s signature dish and that the city’s residents would say that this was the best place to get patatas bravas if asked.
In fact the patatas bravas are so good that the Spanish Facebook community took it upon itself to develop their own fan page for ‘patatas bravas del Bar Tomás’ with some 13,000 members. If this was measured on a net promoter scale this would be the equivalent of customers answering the question “How likely are you to recommend our product or service? (on a scale of 1 – 10)” with a 10 (<7 are net detractors, 7 & 8 are considered passive, and >8 is considered to be a net promoter) and getting a 10.