Digital
The Whopper Detour
Burger King · 2018
- Agency
- FCB New York
- Campaign
- The Whopper Detour
Analysis
Burger King offered a one-cent Whopper through its app near McDonald’s restaurants. This key visual changes a rival’s served sign into a swerved sign.
“THE WHOPPER DETOUR”
Rival locationGeofencingVisual pun
Why it worked
The replacement letter gives the route change a simple visual explanation. The small offer line explains the catch rather than hiding it. A rival’s restaurant becomes the first location for using Burger King’s app. The promotion makes downloading the app part of a joke with a clear reward.
Lesson
Use a location rule when it can make a product feature part of a memorable action.
Image source
© Burger King. Shown for study and commentary.
Not affiliated with or endorsed by Burger King.