Burger King has dropped its Whopper Sacrifice campaign on Facebook after the social networking site demanded it be altered, citing a violation of its privacy policy.
The promotion, which Burger King launched a few weeks back, rewarded Facebook users with a free Whopper coupon if they dumped 10 Facebook friends.
A total of 233,906 Facebook users found themselves "de-friended" in the name of a Whooper before Facebook requested the application by changed. Usually when a friend is removed on Facebook, no announcement is made, however the Whopper Sacrifice application created an update to inform the deleted friend that they had been "sacrificed for a free Whopper".
Facebook objected to the de-friending notification on the grounds that it would disrupt users' privacy expectations.
Facebook stated that although they encourage creativity from brands and developers they had to ensure that applications follow users' expectations of privacy, and that this application facilitated activity that ran counter to user privacy by notifying people when a user removes a friend.
Facebook did approach Burger King with some suggested solutions, but Burger King decided to pull the campaign rather than continue the application with restrictions.
The Whopper Sacrifice website now reads: "Whopper Sacrifice has been sacrificed."
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