Facebook takes bite out of Whopper Sacrifice

Burger King’s ingenious Facebook application, Whopper Sacrifice, has gotten a little healthier for Facebook friendships. The app, launched last week, awarded Facebook users a free Whopper hamburger if they defriended 10 Facebook friends. At first, the app notified your friends when you sacrificed their friendship for fast food — today, Facebook has made the app stop doing this.

Here’s Facebook statement on the matter:

We encourage creativity from developers and companies using Facebook Platform, but we also must ensure that applications follow users’ expectations and privacy. After extensive discussions with the developer, we’ve made some changes to the application’s behavior to assure that users’ expectations of privacy are maintained. The application remains active on Facebook.

Note: The app currently displays a message saying that Facebook has disabled it. We’re asking Facebook if this is, in fact, the case given the above statement — it may be that the app isn’t actually disabled, and instead the developer is just choosing to disable it in order to gain extra publicity.

The app has 82,771 monthly active users, with more than 230,000 friendships sacrificied for it so far. It was built for Burger King by Refresh Partners in partnership with Burger King’s marketing firm, Crispin Porter.