CAse: burger King

  • Develop a creative extension of a campaign you think is creative.

  • Burger King’s Whopper Detour campaign turned McDonald’s locations into, well, Burger Kings.

  • Continuing with the theme of redirection, Burger King could encourage customers to ‘redirect their routines.’

Chosen Campaign:

Burger King’s Whopper Detour

  • Used geotargeting and a burger promotion to increase sales and app downloads

  • Within 600 feet of a McDonald’s, app users received a coupon for a 1¢ Whopper

  • redirected to the nearest Burger King

  1. APp Promotion

  • Promotion allows customers to “redirect their routine” by ordering one new item for free using the app

  • The app tracks users’ previous orders, so the promotion only works on a never-before-ordered item

  • Allows loyal customers to try something new and attracts potential new customers

2. Billboard

  • Billboard to be placed on a highway near a McDonald’s exit

  • Informs drivers they’re “going the wrong way”

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