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.
Category
Creative Use of Data / Real-Time
Annual ID
OS_CU19013S
About the Work
Burger King was relaunching their app with order-ahead functionality –– old news in the category, yet they wanted more downloads. Also working against us, in the United States, is that McDonald’s has twice as many stores as Burger King. So, we turned that into an advantage, by turning their locations into ours… Introducing The Whopper Detour: a 1¢ Whopper customers could only order “at” a McDonald’s, through the BK app. We geofenced 14,000 McDonald’s restaurants across the U.S. The promotion unlocked only when people were within 600 feet of a McDonald’s, inviting people into BK’s notorious trolling of McD’s. We also partnered with Waze, where ads were served when a user’s route intersected within a .3-mile radius of a McDonald’s. The BK app jumped to #1 in both app stores in less than 48 hours, yielding over 1.5 million downloads and 3.3 billion impressions.
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
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