Burger King’s account was hijacked around 9am PST on Monday, February 18th, as Twitter users noticed the image header replaced by a McDonalds Chicken McNugget image, change in profile name, and strange texts announcing Burger King was sold to McDonalds due to failure of Whopper sales. After the account was suspended by Twitter until Burger King could regain access and control of their account, they quickly worked to reverse any negative affects the account seizure occurred.
What Did the Burger King Hack Teach Us:
Mistakes are often our greatest teachers. Failure to learn from them, or the mistakes of others, only sets us up for a repeat. Burger King has done a marvelous job in avoiding a PR nightmare and turning a hack into a heroic victory.
When not in control, get it back
It took about three hours for Burger King to regain control of their Twitter account. That may seem like a long time, but when your account is hijacked and passwords, emails, and names are changed, it can take quite some time to get Twitter to work with you to get access back
Make light of a bad situation with some humor
There was nothing Burger King or Jeep could do about the hacking except move on, so they had a good laugh sympathizing with each other and welcoming followers back.
— BurgerKing (@BurgerKing) February 19, 2013
— Jeep (@Jeep) February 20, 2013
Don’t repeat the joke once the punch line was delivered
Unless you’re a three year old with an adorable voice, nobody likes hearing a joke a second time right after they already laughed at it. MTV and BET tried recreating the PR success Burger King was benefiting from by “hijacking” each other’s accounts and promoting the other channel’s TV shows and upcoming events.
If we learned anything from Burger King or Oreo during the Super Bowl, respond to negative situations with humor, quick action, and value to your customers
Hacked to Hero
Since the account was hijacked, Burger King has not only benefited from extensive media reports, but they’ve seen over 40,000 new Twitter followers! The social media world responded gracefully to Burger King and laughed with them at the unfortunate turn of events. Burger King’s official response was calling it an “interesting day” and hoped their new followers would “stick around.” Something tells us they’re not going anywhere as The King probably has some new tricks up his sleeve to excite the fans.
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