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Ari Halper, Chief Creative Officer Fred Levron, Worldwide Creative Partner Gabriel Schmitt, Executive Creative Director Laszlo Szloboda, Associate Creative Director, Copy Alex Sprouse, Associate Creative Director, Art Adam Isidore, Director of Integrated Production Henna Kathiya, Senior Producer Sarah Tarner, Account Director Jesse Morris, Senior Project Manager Janice Katz, Director of Business Affairs
O Positive
Jonathan Klein, Director Htat Lin Htut, Director of Photography Ralph Laucella, Executive Producer Jason Reda, Producer
Mackcut
Gina Pagano, Executive Producer Nick Divers, Editor
Alison Brod Marketing + Communications
Brooke Scher Mogan, Senior Vice President
SUMMARY
BK needed to generate excitement for its revamped mobile app with order-ahead functionality. Rather than using a typical coupon, we leveraged a powerful insight: With the new BK App, anywhere can be a place to order a Whopper – even a McDonald’s, turning their much larger footprint into ours. Rewarding customers with a $0.01 Whopper (when ordered from McD’s), we invited consumers to engage in the trolling fun, hitting #1 on both app stores, generating 1.5 million downloads in just 9 days, and an ROI of 37:1.
