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Writer's pictureEvangel Oputa
Aug 213 min read

Case Study: Burger King’s Whopper Detour Campaign

Updated: Sep 23

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.



Case Study: Burger King’s Whopper Detour Campaign


 

Table of Contents

  1. Summary

  2. Background

  3. Problem Identification

  4. Objectives

  5. Strategy

  6. Technology Integration

  7. Implementation

  8. User Experience

  9. Results

  10. Challenges and Solutions

  11. 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

  1. Burger King was late to implement mobile ordering functionality compared to competitors.

  2. McDonald’s outnumbered Burger King restaurants 2-to-1 in the U.S.

  3. Burger King needed to increase app downloads and engagement, especially among younger consumers.

 

Objectives

  1. Drive downloads and usage of the newly redesigned Burger King mobile app

  2. Increase foot traffic to Burger King restaurants

  3. Boost mobile sales and overall revenue

  4. Generate buzz and earned media for the brand

  5. Enhance brand perception and position Burger King as an innovative brand

 

Strategy

  1. Geofencing over 14,000 McDonald’s locations nationwide

  2. Offering a Whopper for just one cent when ordered through the BK app within 600 feet of a McDonald’s

  3. Navigating users from McDonald’s to the nearest Burger King for pickup

  4. 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:

  1. Geofencing: Created virtual boundaries around McDonald’s locations to trigger the promotion

  2. Mobile App: Integrated order-ahead functionality and navigation features

  3. 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

  1. Provocative messaging that directly challenged McDonald’s

  2. Social media teasers and viral content

  3. Guerrilla marketing tactics, such as placing Burger King billboards near McDonald’s locations

  4. A promotional video explaining the concept in a humorous way

 

User Experience

  1. Users downloaded the Burger King app

  2. When within 600 feet of a McDonald’s, the app unlocked the one-cent Whopper deal

  3. Users placed their order through the app

  4. The app navigated them to the nearest Burger King for pickup

 

Results

The Whopper Detour campaign achieved remarkable success:

  1. Over 1.5 million app downloads in just 9 days

  2. Ranked #1 on both iOS and Google Play app stores for several days

  3. 3.5 billion impressions and $40 million in earned media

  4. Highest foot traffic for Burger King in over 4 years

  5. Tripled mobile sales during the promotion

  6. 37:1 return on investment

  7. Increased projected sales by $15 million for the following year

  8. Doubled app sales even after the promotion ended

 

Challenges and Solutions

  1. Limited physical presence: Turned competitor locations into campaign touchpoints

  2. Late entry to mobile ordering: Created a compelling reason for app downloads

  3. Skeptical younger audience: Gamified the experience to appeal to Millennials and Gen Z

 

Key Takeaways

  1. Creative use of technology can turn competitive disadvantages into strengths.

  2. Gamification and humour can effectively engage younger audiences

  3. Integrating digital and physical experiences can drive significant business results

  4. Bold, disruptive campaigns can generate substantial earned media and brand buzz

  5. Understanding the target audience and their digital behaviour is crucial for campaign success

 

Citations:

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