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Category
Social Engagement / Stunts & Activations
Annual ID
OS_SM19066M
About the Work
Burger King was relaunching their mobile app with order-ahead functionality, which wasn’t big news. So, to create buzz and generate downloads, we created the Whopper Detour. A 1¢ Whopper with a catch –– customers could only order it through the BK app and only “at” McDonald’s. We geofenced more than 14,000 McDonald’s across the United States so that the Whopper Detour unlocked on the app only when the customer was within 600 feet of a McDonald’s. The app then guided people to the closest Burger King to pick up their order. The campaign launched with online films, social posts, WAZE and PR, followed by guerrilla OOH and, of course, mobile. The totality drove over 1.5 million app downloads in 9 days and 3.3 billion impressions. Total sales through the app tripled, triggering the highest traffic increase since 2015, leading to an ROI of 27:1.
2019 Awards
Total Points: 2
Merit
Credits
Agency
FCB / New York
Digital Agency
MullenLowe / Boston
Production Company
O Positive / New York
Music / Sound Production Company
Honeymix / New York
Human / New York
Post Production Company
Mackcut / New York
Zombie / New York
Art Director
Alex Sprouse
Akos Papp
Chief Creative Officer
Ari Halper
Fred Levron
Executive Creative Director
Gabriel Schmitt
Producer
Adam Isidore
Henna Kathiya
Writer
Laszlo Szloboda
Account Team
Sarah Tarner
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