June 10, 2019

POSTED BY

Jose Fresan

CATEGORY

Burger King’s Whopper Detour: “Let’s get people to buy a Whopper at McDonald’s”

new york branding sports graphic design agency

Last year FCB New York, O Positive New York and Burger King joined forces to create a technology based campaign that would increase the download rate of Burger King’s mobile app. And what came up out of it was literal real trolling to their biggest competitor and long live nemesis …

new york branding sports graphic design agency

Last year FCB New York, O Positive New York and Burger King joined forces to create a technology based campaign that would increase the download rate of Burger King’s mobile app. And what came up out of it was literal real trolling to their biggest competitor and long live nemesis McDonald’s.

The great idea? Let’s get people to buy a Whopper at McDonald’s. Burger King’s Whopper Detour invited people to head to their nearest McDonald’s and order, via the Burger King app, a special priced 1-cent Whopper. The coupon was only activated if you were standing at an actual McDonald’s.

Even though lawyer’s were a bit doubtful about the legal safety of the campaign, Burger King’s Detour, was launched in December 2018. Generating 1.5 million of app downloads and positioning it as the most downloaded app in Apple’s App Store for several days in a row.

The campaign was not only a commercial success for Burger Kings but it gained FCB and Burger King some of the most prestigious advertising awards including a Gold Pencil at this year’s The One Show.

Take a look at the campaign video below: