Burger King’s “Whopper Detour” Campaign: A Genius Marketing Move

In 2018, Burger King launched one of its most audacious marketing campaigns, the “Whopper Detour”. This bold and highly successful campaign demonstrated Burger King's creativity and mastery in digital marketing. It cleverly combined the power of mobile technology, geofencing, and a bit of playful rivalry to create a memorable brand experience for customers. Let's take a deep dive into how the "Whopper Detour" became a huge hit, driving customer engagement and reinforcing Burger King’s position as a top player in the fast-food industry.

What Was the “Whopper Detour” Campaign?

The Whopper Detour campaign was designed to attract customers to Burger King by offering them a Whopper for 1 cent. The catch? Customers had to be near a McDonald's location to unlock the deal on the Burger King app.

Through geofencing technology, Burger King was able to trigger this deal when users were within a 600-foot radius of a McDonald’s. This campaign not only incentivized customers to download and use the Burger King app but also made it fun by engaging in a playful “detour” from their competitor’s location.

How Did It Work?

The mechanics of the Whopper Detour campaign were simple but highly effective. Here's how it unfolded:

1. Download the App: Customers needed to download or open the Burger King mobile app.

2. Go Near McDonald's: The campaign encouraged users to head to a McDonald’s location. The app used geofencing technology to detect when a user was within 600 feet of a McDonald’s.

3. Unlock the Deal: Once the app confirmed the user's location, it would unlock the deal, allowing the customer to purchase a Whopper for only 1 cent.

4. Head to Burger King: After unlocking the deal, customers would then be directed to the nearest Burger King location to redeem their Whopper.

This approach cleverly used rival McDonald’s stores as a lure, capitalizing on their ubiquity to drive traffic to Burger King.

Why Was It So Effective?

Several factors contributed to the Whopper Detour’s massive success:

1. Clever Use of Geofencing Technology

The use of geofencing technology was groundbreaking in the fast-food industry. By defining virtual boundaries around McDonald’s locations, Burger King was able to trigger app notifications, creating a highly targeted and unique interaction with its customers.

2. Creating FOMO (Fear of Missing Out)

The limited-time offer of getting a Whopper for just one cent created a sense of urgency and FOMO among customers. The campaign’s clever execution ensured that people didn’t want to miss out on such a rare deal.

3. App Downloads and User Engagement

Burger King successfully encouraged customers to download their app by offering an irresistible deal. In fact, during the campaign, Burger King’s app skyrocketed to the #1 spot on both the Apple App Store and Google Play. This meant not only immediate customer engagement but also the opportunity for long-term brand loyalty through the app’s usage.

4. Playful Rivalry with McDonald’s

The campaign took a playful jab at McDonald’s, its long-time rival. This humor and competitive edge resonated well with customers, sparking social media buzz and generating a significant amount of free PR.

5. Driving In-Store Traffic

While the deal started near McDonald's, it cleverly redirected customers to Burger King. This approach helped drive more traffic to Burger King restaurants, making the campaign not just a digital win but also a physical store success.

Results and Impact

The Whopper Detour campaign was an undeniable success. Here’s what Burger King achieved:

• 1.5 million app downloads in just nine days, propelling the Burger King app to #1 in app stores.

• 3.3 billion media impressions, gaining substantial free publicity.

• Increased in-store traffic as customers redeemed their offers.

• The campaign won multiple awards, including the Grand Prix in Direct at Cannes Lions 2019 and several other prestigious marketing awards, solidifying its place as a groundbreaking campaign in the fast-food industry.

Key Takeaways from the “Whopper Detour” Campaign

1. Innovative Use of Technology Can Amplify Campaigns

The use of geofencing technology was key to the Whopper Detour’s success. Marketers should consider how innovative technologies can enhance engagement and create memorable experiences.

2. Gamification Works

By adding a game-like element to the campaign, Burger King made the experience fun and interactive, which encouraged more people to participate. Gamifying campaigns can often lead to greater customer involvement and brand loyalty.

3. Capitalize on Rivalries for Humor

Burger King has a long history of engaging in light-hearted rivalry with McDonald’s. By leveraging this rivalry in a playful way, they were able to generate organic buzz on social media and gain free PR.

4. Omnichannel Integration

The campaign masterfully blended mobile app engagement with in-store traffic. Omnichannel strategies like this can help brands bridge the gap between digital engagement and physical sales.

The Future of Fast-Food Marketing

The Whopper Detour campaign wasn’t just a short-term win for Burger King; it set a new standard for mobile marketing in the fast-food industry. By combining technology, humor, and consumer psychology, Burger King not only gained a competitive edge but also created an unforgettable experience for its customers.

As the fast-food landscape continues to evolve, the Whopper Detour serves as a case study on how to use innovative marketing strategies to stand out in a crowded marketplace.