Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Sometimes, trolling pays.
Burger King got national attention this week for offering 1-cent Whoppers to those who drove up to a McDonald’s location (and then, presumably, drove away to redeem their BK coupons). Key to the stunt was the brand’s smartphone app, which unlocked the offer when it detected users approaching within 600 feet of a McDonald’s.
“Whopper Detour” may have seemed like an odd move—Who actively sends customers to a rival’s doorstep?—but it also worked, in terms of both publicity and app downloads.
Burger King today said its app was downloaded more than 1 million times since Whopper Detour launched on Tuesday, and the app is currently No.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in