The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Events & Experiential
Annual ID
OS_PR19006S
About the Work
Burger King was relaunching their mobile app with order-ahead functionality. Late to the game, this definitely wasn’t big news. To generate buzz, and downloads, we created The Whopper Detour. A 1¢ Whopper with a catch –– you could only order it through the BK app and only “at” McDonald’s. To do this, we geofenced 14,000 McDonald’s across the U.S. so that The Whopper Detour promotion unlocked on the app only when customers were within 600 feet of a McDonald’s. At prominent locations, we also showed up with a see-through mobile billboard parked conveniently across from the McDonald’s restaurants, prompting people to activate the promotion right there. Whopper Detour led to over 1.5 million app downloads in 9 days, 3.3 billion impressions and earned media value of $37 million. Total sales through the app tripled, triggering the highest traffic increase since 2015, leading to an ROI of 27:1.
2019 Awards
Total Points: 15
Silver Pencil
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
Related Awards
