Case Study: Burger King's Whopper Detour Campaign

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 look at 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.

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

• Burger King was late to implement mobile ordering functionality compared to competitors.
• McDonald’s outnumbered Burger King restaurants 2-to-1 in the U.S.
• Burger King needed to increase app downloads and engagement, especially among younger consumers.

Objectives

• Drive downloads and usage of the newly redesigned Burger King mobile app
• Increase foot traffic to Burger King restaurants
• Boost mobile sales and overall revenue
• Generate buzz and earned media for the brand
• Enhance brand perception and position Burger King as an innovative brand.....continue reading