Burger King: The Whopper Detour
McDonald’s restaurants are practically everywhere in the United States. Which is great… for McDonald’s. For Burger King, not so much (outnumbered 2 to 1 by the Golden Arches). So, how do you compete against odds like those? By selling Whoppers “at” McDonald’s. For only a penny. With the newly updated Burger King app, relaunched with an order-ahead feature. The twist is that FCB tweaked the app to geofence McDonald’s restaurants so that the Whopper Detour promotion unlocks only when people are physically within 600 feet of BK’s biggest competitor. Needless to say, McDonald’s wasn’t lovin’ it.
That said, Burger King couldn’t be happier. The Whopper Detour’s business results were off the charts. And award shows have taken notice, winning Gold at the ANDYs, four Webbys, and it was the second most awarded idea at the One Show with 17 pencils, including a Best of Discipline in Experiential Marketing. Here is just some of the press it’s gotten: Inc., USA Today, Us Weekly, Adweek and Ad Age.