Hamburgers probably aren’t the first thing to come to mind when you think of social media. But for Wimpy, a South African restaurant chain, their buns delivered quite a bonus.

To promote their new Braille menus, Wimpy made just 15 buns with hand-crafted Braille messages spelt out with sesame seeds. The recipients of the resulting hamburgers then spread the message to 800,000 sight-impaired South Africans. How’s that for amplifying a message about a unique brand differentiator?

It’s also a great example of the ability of social media, in this case newsletters produced by key organisations, to target a message at a very specific demographic.