Tıkla Gelsin & SEM: Where Football Passion Meets Technology

Football in Turkey transcends the boundaries of sport, emerging as a cultural phenomenon that unites diverse societal groups with unparalleled passion. In this unique context, Burger King®’s Fan Menus campaign was meticulously designed to merge the excitement of football with the power of technology and data. Delivered through the Tıkla Gelsin® platform, this innovative digital campaign personalized the fan experience, ensuring that both supporters and their favorite teams emerged as winners. 

Football in Turkey is not merely a game; it is a lifestyle that revolves around deep-rooted passion and loyalty. Supporting this notion are various studies, such as a 2022 Socios.com survey, where 65.6% of participants rated their fan allegiance at the highest level, 5 out of 5. Similarly, Nielsen Sports’ 2017 report highlights that Turkey boasts one of the highest levels of interest in football globally. These compelling insights formed the strategic backbone of the campaign, leveraging the emotional bonds of fans and amplifying them with cutting-edge technology.

The core objective of the Fan Menus campaign was to maximize sales while providing an unparalleled user experience throughout the campaign lifecycle. Key performance indicators included Cost per Acquisition (CPA), Conversion Value, Conversion Rate (CR), and Return on Ad Spend (ROAS). Beyond these primary metrics, supporting indicators like Cost per Click (CPC) and Click-Through Rate (CTR) were also monitored to evaluate creative efficiency and audience optimization. This comprehensive analytical approach ensured that strategic decisions adapted dynamically, achieving optimal results.

The campaign was executed across all locations where the Tıkla Gelsin® app operates, with all sales meticulously tracked. Utilizing Adjust, we implemented real-time conversion monitoring and designed a custom event to gain insights into product and menu sales. This granular analysis allowed us to fine-tune our strategy for maximum impact. 

At the heart of the campaign was Firebase Remote Config, a personalization technology that seamlessly integrated with Google App Engagement campaigns. This solution personalized the user experience by tailoring it to their supported teams. Fans of Galatasaray, Fenerbahçe, Beşiktaş, and Trabzonspor were directed to custom-designed pages celebrating their teams, making their experience both meaningful and engaging. 

Users without predefined team affiliations were prompted via app pop-ups to select their team, adding another layer of data-driven personalization. This information was used to deliver relevant messages and direct users to Fan Menus, reinforcing the narrative that every order contributed financially to their favorite team. 

While previous Fan Menu campaigns captured audience interest, this year’s campaign set a new benchmark by incorporating advanced personalization strategies and innovative technologies. Firebase Remote Config enabled us to strengthen the emotional context of the campaign and enhance fan loyalty. By directing users to team-specific pages and prompting undecided fans to select a team, the campaign achieved unprecedented engagement levels, driving app sales to new heights. 

To maximize the campaign’s impact, 25% of the total budget was allocated to A/B testing during the initial phase. This process compared standard app campaigns with those leveraging Firebase Remote Config’s personalization capabilities. The results were striking: 

• Conversions: Standard campaigns achieved 524 conversions, whereas Remote Config campaigns reached 754, a 44% increase.
• ROAS: The ROAS for standard campaigns was 4.69, while Remote Config campaigns delivered a 6.76 ROAS—a 44% improvement.
• Cost Efficiency: Remote Config campaigns yielded 61% higher revenue at 44% lower costs. 

 

Following these results, the remaining budget was fully allocated to Remote Config campaigns, leading to the following outcomes: 

• CPA: 23% lower compared to previous periods.
• Conversions: 48% higher than prior football menu campaigns.
• ROAS: 39% more effective than META campaigns.
• Revenue Growth: An overall performance increase of 62%.

 

The campaign’s innovative use of technology not only showcased its potential to elevate marketing performance but also outperformed META campaigns by 39% in ROAS. Compared to previous football menu campaigns, the new approach delivered a 62% improvement in revenue, highlighting the transformative power of data-driven personalization strategies in boosting both short-term conversions and long-term customer loyalty. 

The Fan Menus campaign exemplified how blending technology with the emotional landscape of football could enrich user experiences and deepen team loyalty. The use of Firebase Remote Config provided valuable insights into how personalized technology can revolutionize user engagement. 

Looking forward, we aim to expand this model to other sports and cultural events, leveraging artificial intelligence and machine learning to analyze user behaviors and enhance campaign effectiveness further. Advanced analytics and AI-driven personalization strategies will redefine the boundaries of digital marketing, enabling us to create even more impactful campaigns. 

The Burger King® Fan Menus campaign demonstrated the transformative potential of combining football fandom with cutting-edge technology and data. By enhancing personalization and leveraging innovative strategies, we not only elevated app sales but also set a new standard for integrating creative marketing with technological excellence. 

This campaign underscored the power of personalization in driving both customer experience and brand success. Expanding this approach to different categories and sports has the potential to engage broader audiences and deliver enriched, technology-enhanced experiences, propelling the brand toward even greater achievements in the future.