Burger King's Genius Marketing Heist on McDonald's
In 2018, Burger King executed one of the most talked-about marketing strategies in fast food history, known as the "Whopper Detour". Here's a quick summary of how they turned competition into opportunity:
The Strategy ??
Burger King cleverly used mobile geofencing to offer a Whopper for just 1 cent to customers inside McDonald's locations. Once inside a McDonald's, customers had to download the Burger King app to unlock this deal, then head to the nearest BK to claim their prize.
The Impact ??
This move not only forced McDonald's customers to engage with Burger King's digital ecosystem but also turned every McDonald's into an ad platform for BK. The results were staggering:
1.5 Million App Downloads in just 9 days!
Burger King's app became the #1 fast-food app in the U.S.
A staggering $6 Billion in sales growth was attributed to this digital campaign.
Why It Worked ??
Leveraging Competitor's Strengths: Burger King used McDonald's widespread presence to their advantage.
Behavioral Change: Encouraged customers to switch from McDonald's to BK for a deal.
Viral Sensation: The novelty of a 1-cent Whopper created a buzz on social media, enhancing visibility and engagement.
This creative approach not only showcased Burger King's innovative marketing but also highlighted how understanding and utilizing technology like geofencing can lead to unprecedented success in competitive industries. It's a case study in turning competitor's locations into your marketing advantage!
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