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Burger King
Whopper Detour

RAN IN: United States

CLIENT
Burger King

AGENCY
FCB New York *Lead Agency

Ari Halper, Chief Creative Officer
Fred Levron, Worldwide Creative Partner
Gabriel Schmitt, Executive Creative Director
Laszlo Szloboda, Associate Creative Director, Copy
Adam Isidore, Director of Integrated Production
Alex Sprouse, Associate Creative Director, Art
Henna Kathiya, Senior Producer
Sarah Tarner, Account Director
Jesse Morris, Senior Project Manager
Janice Katz, Director of Business Affairs


FCB/RED *Lead Agency


Alison Brod Marketing + Communications

Brooke Scher Mogan, Senior Vice President


MullenLowe U.S.


O Positive

Jonathan Klein, Director
Hiat Lin Htut, Director of Photography
Ralph Laucella, Executive Producer
Jason Reda, Producer


Mackcut

Gina Pagano, Executive Producer
Nick Divers, Editor


SUMMARY

To attract shoppers and generate excitement about its revamped mobile app with order-ahead functionality, BK skipped the typical offer, leveraging a powerful insight: with the new app, anywhere can be a place to order a Whopper—even a McDonald’s—turning their much larger footprint into ours. Rewarding shoppers (many lapsed and new) with a $0.01 Whopper (when ordered from McD’s), we invited them to engage in the trolling fun–crushing our downloads KPI, hitting #1 on app stores, delivering millions of downloads in 9 days, millions of incremental-revenue value, and 37:1 ROI.

CASE STUDY

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CASE VIDEO


Hero Medium: ECOMMERCE

Medium Featured On Video: ECOMMERCE,INTERACTIVE/ONLINE,MOBILE/TABLET,OOH,RETAIL EXPERIENCE,SALES PROMOTION,SOCIAL MEDIA

Audience: Millennials

Objectives: Gain trial

Type: Business to Consumer

Language: English