In 2019, Burger King launched an innovative marketing campaign in Mexico City called the “Traffic Jam Whopper.”
Table of Content
Summary
Background
Problem identification
Objectives
Strategy
Technology Integration
Implementation
User Experience
Results
Challenges and Solutions
Key takeaways
Summary
In 2019, Burger King launched an innovative marketing campaign in Mexico City called the “Traffic Jam Whopper.” This initiative transformed the city’s notorious traffic congestion into a business opportunity by delivering food directly to customers stuck in traffic. The campaign not only increased sales but also garnered significant media attention and industry accolades, showcasing how businesses can turn challenges into opportunities through creative problem-solving and technology integration.
Background
Mexico City is known for its severe traffic congestion, with commuters often spending hours stuck in traffic jams. This presented both a challenge and an opportunity for quick-service restaurants like Burger King. Traditional delivery methods were impractical in such conditions, prompting Burger King to develop an innovative solution.
Problem Identification
Severe traffic congestion in Mexico City
Difficulty in reaching customers during peak traffic hours
Impracticality of traditional delivery methods in congested areas
Objectives
Increase food delivery orders in Mexico City, during peak traffic hours
Enhance brand awareness and perception through innovative service
Improve customer satisfaction by providing a convenient solution to a common frustration
Demonstrate innovative use of technology in fast food delivery
Strategy
Burger King developed a multi-faceted strategy that leveraged real-time traffic data, mobile technology, and targeted advertising:
Real-time traffic monitoring: Utilized traffic data to identify areas with heavy congestion (speeds under 3 km/h).
Geofenced delivery zones: Activated the service within a 3km radius of Burger King restaurants when traffic conditions met the criteria.
Multi-channel ordering: Allowed customers to place orders via a mobile app or through interactive digital billboards.
Voice-command technology: Implemented voice ordering in the app to ensure driver safety.
Motorcycle delivery: Employed motorcyclists to navigate through traffic and deliver food directly to car windows.
Targeted advertising: Used digital billboards and in-app advertisements to reach potential customers in real-time.
Technology Integration
GPS and App Integration: Utilized GPS technology and the Burger King app to track traffic conditions and driver locations in real-time.
Waze Partnership: Collaborated with Waze, a GPS navigation app, to identify traffic jams and target advertisements.
Google Maps APIs: Pinpointed vehicle location and speed in order to deliver– for the first time ever– to a driver on the move.
Digital Billboards: Implemented digital billboards in high-traffic areas, displaying real-time ads encouraging drivers to place orders.
Implementation
The campaign was rolled out in several stages:
Technology development: Creation of a specialized app and integration with traffic monitoring systems and Waze.
Partnership with digital billboard providers: Set up interactive billboards in key traffic hotspots.
Advertising strategy: Developed geo-targeted ads for both digital billboards and the Waze app.
Delivery fleet preparation: Trained motorcycle delivery staff for the unique challenges of delivering to cars in traffic.
Marketing: Launched a promotional campaign to create awareness about the new service.
Pilot launch: Initiated the service in select areas of Mexico City.
User Experience
Drivers could place orders directly from their smartphones via the Burger King app.
The app provided estimated delivery times and live tracking of the delivery vehicle.
Digital billboards displayed personalized messages to drivers within a specific radius of a Burger King restaurant.
Results
The Traffic Jam Whopper campaign proved to be highly successful:
Increased sales: Significant increase in sales during peak traffic hours, with daily delivery orders in Mexico City rising by 63% during the trial period.
Enhanced brand perception: The campaign positioned Burger King as an innovative and customer-centric brand.
Media coverage: Gained extensive attention from both national and international media outlets.
Customer satisfaction: Feedback from customers was overwhelmingly positive, praising the convenience and novelty of the service.
Industry recognition: Won several advertising awards, including a Cannes Lions award.
Challenges and Solutions
Safety concerns: Addressed through the use of voice commands and trained delivery personnel.
Technical difficulties: Overcame initial app glitches through continuous testing and updates.
Limited delivery window: Maximized efficiency by using real-time data to predict optimal delivery times and routes.
Logistics: Trained couriers to safely navigate through traffic and deliver orders directly to customers’ vehicles.
Key Takeaways
Real-time data utilization: The campaign’s success heavily relied on the effective use of real-time traffic data to dynamically adjust advertising and delivery efforts.
Turning problems into opportunities: Burger King successfully transformed a common frustration (traffic jams) into a unique selling point.
Leveraging technology: The campaign showcased how traditional businesses can use cutting-edge technology to enhance customer experience.
Localized marketing: By addressing a specific local issue, Burger King created a campaign that resonated strongly with its target audience.
Multi-channel approach: The combination of mobile app, digital billboards, and traditional delivery service created a comprehensive and effective campaign.
Source
Campaigns of the World – (Campaigns of the World).
Clio Awards – (Clios)
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