Burger King UK's Kanye West burn becomes the most ‘liked’ branded tweet of all-time

Burger King UK is celebrating official confirmation from Twitter of having posted the most ‘liked’ branded tweet of all-time.

The Whopper.

On November 5, when controversial recording artist Kanye West tweeted that McDonalds was his favourite restaurant, Burger King UK quickly issued its three-word response: ‘explains a lot’. To date, the tweet has been shared more that 270,000 times and been 'liked' by a record-breaking 1.02m Twitter users.

Coolr, the social agency who runs social for Burger King, recently shared the story of the tweet’s development with The Drum.

Soco Nunez, head of brand at Burger King, said: “We are delighted that our most recent activation has seen such huge engagement on Twitter. As a brand we strive to constantly push the boundaries of creativity and develop ideas that engage at scale. We've been working closely with our new agency, Coolr, to rethink our approach to social and are genuinely excited by the impact we are having together.”

Adam Clyne, chief executive of Coolr, commented: “It's testimony to the agility and creativity of our team and the fantastic partnership we have with our Burger King client.

“There’s a huge narrative that organic reach is dead on social and we don’t agree. With the right strategy, a clear tone of voice and a bit of bravery you can connect brands to popular culture in an authentic way – and create ideas can travel across the world!”

Clyne is no stranger to reaching scaled millennial audiences, having previously ran youth media group, The LAD Bible as its’ chief operating officer.

He added: “Agencies and brands can learn a lot from way social publishers play in this space. Content needs to be social-first, platform specific, rich in context and relatable to the audience so they choose to interact with it. The brands that get this will win.”

Coolr is based in Soho Square, London and has a team of ten people.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.