Burger King has built a reputation for bold and quirky marketing over the years. From the viral “Subservient Chicken” campaign in 2004 to playful jabs at McDonald’s, the fast-food chain loves to grab attention. In December 2018, Burger King took its marketing game to a new level with the Whopper Detour campaign. This creative stunt used mobile technology to encourage people to visit McDonald’s—only to order a Whopper from Burger King instead! The result? Over 1.5 million app downloads in just nine days and a major boost in digital engagement.
The Concept: A 1-Cent Whopper Near McDonald’s
The idea behind the Whopper Detour was simple yet genius. Burger King wanted to promote its newly redesigned mobile app and increase digital orders. To do this, they offered customers a Whopper for just one cent—but with a fun twist:
- Customers had to download the Burger King app.
- They had to go near a McDonald’s (within 600 feet) to open the deal.
- After ordering through the app, they were redirected to the nearest Burger King to pick up their Whopper.
This strategy used geofencing technology, which detects a user’s location via GPS. When someone entered the set range near a McDonald’s, the Burger King app would send them a special notification unlocking the deal. This approach made people actively engage with the app and created a buzz around the campaign.
The Impact: Huge Success in Days
The results were staggering:
- 1 million app downloads in the first few days.
- 5 million total downloads during the campaign period.
- Burger King’s app became the #1 most downloaded app in the Apple App Store.
- It became the most downloaded quick-service restaurant (QSR) app in the U.S.
This campaign wasn’t just about sales; it was about brand awareness, digital engagement, and competitive strategy. By directly targeting McDonald’s customers, Burger King positioned itself as a witty and tech-savvy brand that could think outside the box.
Why It Worked
1. Smart Use of Technology
Burger King didn’t just run a regular ad campaign. It integrated mobile technology in a fun and interactive way. Geofencing and mobile notifications ensured that only people near McDonald’s could access the offer, making it feel exclusive and exciting.
2. Engaging and Playful Competition
Instead of direct attacks, Burger King used humor and creativity to challenge McDonald’s. This lighthearted rivalry made the campaign more shareable and memorable.
3. Encouraging Digital Adoption
Fast-food chains are focusing more on mobile ordering and delivery. By offering a great deal exclusively through the app, Burger King ensured that millions of people downloaded and used their platform, setting them up for future digital sales.
4. Appealing to Young Consumers
Studies show that millennials and Gen Z love personalized mobile experiences. This campaign was a perfect example of how brands can use location-based marketing to attract younger, tech-savvy customers.
A Global Trend: More Smart Campaigns
Burger King continued using location-based marketing with similar campaigns. For example, in 2019, their #EscapeTheClown campaign in Germany used augmented reality to lure McDonald’s customers away by playing on the release of It Chapter Two. These creative efforts show how tech, humor, and competition can work together to build brand love.
The Whopper Detour was all about making people talk about Burger King. By blending technology, humour, and competition, the campaign created a huge buzz and showed how fast-food marketing can be fun and innovative. With over 1.5 million new app users, Burger King set a new standard for mobile marketing in the fast-food industry.