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Burger King
The Whopper Detour
RAN IN: United States
AGENCY
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.
CASE VIDEO
Hero Medium: MOBILE/TABLET
Medium Featured On Video: GUERILLA,Online Video
Audience: Millennials
Objectives: Mobile App Downloads
Type: Business to Consumer
Language: English
