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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.