Whopper Detour

FCB New York

Brand: Burger King

Year: 2019

McDonald’s restaurants are practically everywhere in the United States. Which is great… for McDonald’s. For Burger King, outnumbered two to one by the Golden Arches, not so much. So, how do you compete against odds like those? By selling Whoppers “at” McDonald’s — for only a penny.

To help Burger King keep pace with on-demand ordering functionality, we relaunched their mobile app in an epic geofencing stunt that took the world by storm, featuring a twist on the order-ahead feature. We created a Whopper Detour promotion that sold Whopper sandwiches for a penny. The catch? The promotion only unlocks when customers are physically within 600 feet of Burger King’s biggest competitor.

Our stunt led Burger King to take the #1 spot on the app store, and we delivered 37:1 ROI for our clients.