A Campaign that Turned GPS into a Marketing Weapon
In 2018, Burger King launched the Whopper Detour campaign — a brilliant mix of mobile technology, humor, and competitive positioning. As a marketing student, this campaign is a masterclass in guerrilla marketing, app-based strategy, and brand bravery. Burger King’s move to lure customers away from McDonald’s — literally — shows how bold ideas backed by data can flip market dynamics.
The Setup: What Was the Whopper Detour Campaign?
Burger King offered their iconic Whopper for just 1 cent — but only if customers ordered it through the Burger King app within 600 feet of a McDonald’s. That’s right: you had to be physically near a competitor’s location to unlock the deal.
- Launched: December 2018
- Duration: 9 days
- Platform: Burger King App (integrated with GPS)
- Agency: FCB New York
This campaign was more than a stunt. It was a full-fledged digital transformation push to drive mobile app downloads and increase customer engagement on digital platforms.
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Strategy Breakdown: Why It Worked
1. Psychological Play on Competition
Burger King used its underdog status to its advantage. By making people go to McDonald’s to get a Whopper, they created a buzz around subverting expectations.
2. App Download Incentive
Before the campaign, Burger King’s app ranked around #686 in app stores. Within 48 hours of launch, it hit #1 in the App Store’s food & drink category.
3. Cost-Efficient Guerrilla Tactics
No need to build new locations or run expensive ads. The campaign used existing McDonald’s real estate as the stage for Burger King’s joke.
4. Social Media & PR Amplification
The internet loved it. Memes, tweets, and media coverage poured in. According to Burger King, the campaign generated over 1.5 million app downloads in 9 days and increased mobile order sales by 3x.
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