I find myself going down a rabbit hole of amazing Burger King campaigns, and the more I research, the more I’m blown away. Their marketing strategies demonstrate how creativity and innovation are important for brands to capture consumer attention and drive sales. If you missed my previous Burger King case study, you can read it here.
Let’s examine another remarkable example of Burger King’s marketing campaign: the Whopper Detour campaign. This shows how a clever marketing strategy can turn a competitive disadvantage into a unique opportunity for engagement and growth.
Table of Contents
Summary
Background
Problem Identification
Objectives
Strategy
Technology Integration
Implementation
User Experience
Results
Challenges and Solutions
Key Takeaways
Summary
In 2018, Burger King launched an innovative marketing campaign in the United States called the “Whopper Detour.” This campaign was designed to capitalize on the brand’s rivalry with McDonald’s by using a playful and strategic approach. By leveraging geofencing technology and the power of its mobile app, Burger King crafted an engaging experience that not only drove app downloads but also significantly increased foot traffic to its restaurants. The Whopper Detour transformed the challenge of competing with a larger fast-food chain into a successful marketing initiative that resonated with consumers and showcased the brand’s commitment to creativity and customer engagement.
Background
The United States fast food market was rapidly shifting towards mobile ordering, with nearly 40% of consumers using mobile apps to place orders by 2018. This presented both a challenge and an opportunity for quick-service restaurants like Burger King. The competitive landscape between Burger King and McDonald’s was intense, with McDonald’s holding a significant advantage in terms of market share and number of locations. Also, the fast-food industry was undergoing a digital transformation, with chains investing heavily in mobile apps, digital ordering, and delivery services.
Problem Identification
Burger King was late to implement mobile ordering functionality compared to competitors.
McDonald’s outnumbered Burger King restaurants 2-to-1 in the U.S.
Burger King needed to increase app downloads and engagement, especially among younger consumers.
Objectives
Drive downloads and usage of the newly redesigned Burger King mobile app
Increase foot traffic to Burger King restaurants
Boost mobile sales and overall revenue
Generate buzz and earned media for the brand
Enhance brand perception and position Burger King as an innovative brand
Strategy
Geofencing over 14,000 McDonald’s locations nationwide
Offering a Whopper for just one cent when ordered through the BK app within 600 feet of a McDonald’s
Navigating users from McDonald’s to the nearest Burger King for pickup
Using social media, targeted digital display and guerrilla marketing tactics to promote the campaign
Technology Integration
The campaign relied heavily on geofencing technology and mobile app functionality:
Geofencing: Created virtual boundaries around McDonald’s locations to trigger the promotion
Mobile App: Integrated order-ahead functionality and navigation features
Push Notifications: Alerted users when they entered the geofenced areas
Implementation
The Whopper Detour ran from December 4-12, 2018. The promotion was available nationwide in the U.S. (excluding Alaska and Hawaii) at participating Burger King restaurants.
Campaign Execution
Provocative messaging that directly challenged McDonald’s
Social media teasers and viral content
Guerrilla marketing tactics, such as placing Burger King billboards near McDonald’s locations
A promotional video explaining the concept in a humorous way
User Experience
Users downloaded the Burger King app
When within 600 feet of a McDonald’s, the app unlocked the one-cent Whopper deal
Users placed their order through the app
The app navigated them to the nearest Burger King for pickup
Results
The Whopper Detour campaign achieved remarkable success:
Over 1.5 million app downloads in just 9 days
Ranked #1 on both iOS and Google Play app stores for several days
3.5 billion impressions and $40 million in earned media
Highest foot traffic for Burger King in over 4 years
Tripled mobile sales during the promotion
37:1 return on investment
Increased projected sales by $15 million for the following year
Doubled app sales even after the promotion ended
Challenges and Solutions
Limited physical presence: Turned competitor locations into campaign touchpoints
Late entry to mobile ordering: Created a compelling reason for app downloads
Skeptical younger audience: Gamified the experience to appeal to Millennials and Gen Z
Key Takeaways
Creative use of technology can turn competitive disadvantages into strengths.
Gamification and humour can effectively engage younger audiences
Integrating digital and physical experiences can drive significant business results
Bold, disruptive campaigns can generate substantial earned media and brand buzz
Understanding the target audience and their digital behaviour is crucial for campaign success
Citations:
https://www.youtube.com/watch?v=0Lxsnfyg5Gc | https://thebrandhopper.com/2024/08/18/a-case-study-on-burger-kings-whopper-detour-campaign/ | https://www.marketingdive.com/news/burger-king-whopper-detour-mobile-marketer-awards/566224/ | https://www.adsoftheworld.com/campaigns/the-whopper-detour | https://www.adweek.com/brand-marketing/the-inside-story-of-the-burger-king-campaign-that-changed-the-brands-entire-outlook-on-marketing/ | https://www.lovethework.com/work-awards/campaigns/the-whopper-detour-720008 | https://www.youtube.com/watch?v=CDhC6LsAJgM | https://www.linkedin.com/pulse/burger-kings-whopper-detour-campaign-clever-blend-creativity-dixit-dphyf
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