Burger King’s Whopper DeTour was the winner of the PR Grand Prix award at the Cannes Lions awards 2015. Many also described it as one of the best commercials at the 2015 Super Bowl and was viewed 58 million times on YouTube.
Challenge:
Credits:
Clients: Burger King
Agency: FCB New York
Medium Featured On Video: E-commerce, Online, OOH, Retail, Sales Promotion, and Social Media
Burger King has often used it’s ‘challenger brand’ position to take on market leader McDonalds, but it’s latest geo-targeted mobile coupon stunt in the US won over the Cannes Lions Jury to win the top direct marketing prize.
To attract shoppers and generate excitement about its revamped mobile app with order-ahead functionality, BK skipped the typical offer, leveraging a powerful insight: with the new app, anywhere can be a place to order a Whopper—even a McDonald’s—turning their much larger footprint into ours.
Solution: Whopper DeTour
Burger King started sending customers to McDonald’s, making its customers download its app by sending them to the rival chain to claim a one-cent burger.
Using the Burger King app in the US, if customers were within 600ft of a McDonald’s in the US, they could unlock a deal giving them a Whopper burger for one cent through the Burger King app.
The app then offers directions to a nearby participating Burger King where customers can collect the burger.
The deal ran until 12 December 2018, and customers could only access it once Burger King shared a video explaining how to order the Whopper sandwich on its US Twitter profile.
Results:
Store Visits
The chain saw the highest number of store visits in four years. The chain estimated the campaign earned it a 37-1 return on investment.
Awards Won
“Whopper Detour” also won two golds across subcategories in the Direct Lions and four golds in the Media Lions.
Reach & Coverage
Burger King mobile sales tripled with 1.5M App downloads in 9 days and recording over 3.3 Billion impressions for the campaign.
