Whopper Sacrifice

"What would you do for a free WHOPPPER? Now is the time to put your fair-weather web friendships to the test. Install WHOPPER Sacrifice on your Facebook profile, and we'll reward you with a free flame-broiled WHOPPER when you sacrifice 10 of your friends."

Burger King has created an application for Facebook that allows users to delete 10 friends in exchange for a free Whopper. The effort crafted by Crispin Porter + Bogusky came about after agency creative staffers confronted the too-many-friends scenario themselves on Facebook.
"We thought there could be some fun there, removing some of these people who are friends [but] not necessarily] best friends," said Jeff Benjamin, executive interactive creative director at Crispin, and friend to 736 on Facebook. "It's asking the question of which love is bigger, your love for your friends or your love for the Whopper," he said. The nixed friends also get a notification telling them they've been dropped as a friend for a Whopper!

I think this is a brilliant marketing promotion! Facebook didn't think so. They allowed the campaign to run on the site, but disabled the notifications to the "dropped" friends. The campaign has been terminated recently by BK, but they say it was a huge success.