Burger King’s “Whopper Detour,” which directed McDonald’s customers to the nearest Burger King with the promise of a sandwich for a penny, won the Direct Grand Prix at the Cannes Lions International Festival of Creativity, as well as two Gold Lions in the category.
Made by FCB New York, the campaign rebooted Burger King’s mobile app. The agency geofenced all 14,000 McDonald’s locations in the U.S. When app users came within 600 feet of a McDonald’s, they were served an offer for a Whopper for 1 cent, provided that they traveled to the nearest Burger King to get it. Of course, the app provided convenient directions.
That wasn’t a big ask of users since there’s almost always a McDonald’s within a mile of all 7,200 Burger King locations in the country, FCB New York Executive Creative Director Gabriel Schmitt told Ad Age.