Burger King fights back against French cyberbullying

France – The fast food giant is stepping in to challenge an unexplained rise in cyberbullying against French children born in 2010. Its latest campaign, created in collaboration with child protection organisation Les Papillons, acts as a counter-movement to this behaviour – centreing on the hashtag #MerciLes2010.

The initiative appears across online video games and on Twitter, with players asked to reference the year 2010 in their games and online content. Each time someone shares their reference on Twitter, along with the campaign’s hashtag, Burger King will reward them with a free Whopper burger. By doing so, the brand shows how brands can support audiences by staging a Bullying Backlash.

With this reaction to cyberbullying, Burger King furthers its anti-bullying position, acts as a guardian brand to vulnerable children and demonstrates its awareness of behavioural shifts on social media platforms.