The Whopper Detour
Burger King · 2019
5 awards: The One Show · Cannes · Clio Awards · London International Awards · +1 more
Strategic insight
Location-based incentives flip customer journey at the moment of competitor consideration. By meeting people where they already shop, Burger King removes friction and choice—you're already there, the app works now, the deal is immediate.
The Tech
Geofencing triggered the penny offer exclusively within 600 feet of McDonald's locations, requiring app activation and location services. The system scaled across over 14,000 competitor restaurants, making real-time location-based commerce the load-bearing mechanism of the offer itself.
Earned Reach
The promotion generated organic social and media conversation through its brazen directness—asking customers to visit a competitor's parking lot to redeem a Burger King deal. The novelty and perceived audacity drove word-of-mouth and news coverage without paid amplification.
