After Burger King UK launched a birthday discount program, they noticed that many users weren’t reporting their date of birth within the app, reducing opportunities to offer birthday discounts and effectively personalize their messaging based on age brackets.
Burger King UK quickly created a personalized, cross-channel messaging campaign designed to persuade users to self-report their birthday in exchange for a special deal on their big day.
The campaign achieved a 800% increase in the daily number of users self-reporting their date of birth. This campaign also saw a 55% direct open rate, a 22% click-to-open rate, and a 10% click-through rate (CTR). Following the launch of the campaign, 70,000 more customers navigated to the app to update their birthday, which represents 15% of total birth dates in their customer database. In addition, 60% of those who provided their birthday then went on to browse the menu or offer pages in the app.