How FCB Continued Burger King’s Epic Trolling Legacy With a 1-Cent Whopper Deal

The brand’s app launch was a success and hit the No. 1 spot on iOS

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

To the layperson, it may seem relatively easy to put together an app that includes geotargeting. Of course, there’s much more to it than merely adding location services to the technology, and FCB’s team took it several steps further by helping Burger King’s app troll their biggest competitor, McDonald’s, in yet another stunt that received tons of attention.

“Whopper Detour” was a fairly intuitive idea that fits the ethos of the brand: any customer on the app, within 600 feet of one of the 14,000 McDonald’s locations in America, could unlock a deal for a 1-cent Whopper.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in