How a simple 1-cent Whopper offer could turn into a marketing phenomenon?

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Burger King's Whopper Detour campaign was a highly successful marketing initiative that demonstrated the power of innovative technology and targeted strategies. This is StartupStoic, a newsletter that assists you in learning better and strategizing your startup ideas. Feel free to share it with others.

What is the biggest issue for any fresh startup?

Take your time and let's guess.

The biggest issue of any new startup or brand is maintaining a loyal streak of customers.

Most brands need a strategic game plan to grab the attention of their target audience and keep the same in the long run. Every industry has significant rivals too. Hence, any business must align its marketing and operational system for a robust and successful plan.

Burger King was also bothered by the strong market play of McDonald's, and that's when it brought the buzz-worthy marketing plan, THE WHOPPER DETOUR!

It All Began in 2018.........

In 2018, the US market of quick-service restaurants (QSRs) had a dominant player, McDonald's. With a digital transformation setting in, mobile apps, online ordering, and delivery services were picking up pace. And, McDonald's had set its foot in the online universe.

The rivalry (more like The Burger Battle) between Burger King and McDonald's is not unknown. And McDonald's prominent advantage over the market share was a sign of concern for Burger King.

This is where Burger King took things into its hands and launched the Whopper Detour!

How Did Whopper Detour Work?

The Whopper Detour was a bold and strategic marketing move by Burger King.

Burger King notified its app users of the 1-Cent Whopper offer (getting a whopper at one cent!) The only condition to avail of this offer was to open the Burger King app within 600 feet of a McDonald's.

The users wilfully provide the location permission, because duh... it's a whopper at one cent. Using the advantage of geofencing and cross-channel messaging, Burger King took over the 600-foot premises of around 14000 McDonald's locations all over the US.

Every time a user set foot within 600 feet of McDonald's, the online traffic and footfall of Burger King expanded exponentially. Here are the positive effects of the Whopper Detour:

1. Within 9 days, Burger King had over 1.5 million downloads

2. Burger King witnessed the highest footfalls in 4 years

3. The Whopper Detour tripled their sales

4. The Return on Investment was 37:1

5. Post-offer sales doubled

6. The app ranked #1 on both iOS and PlayStore for days

Analysis of The Whopper Detour

1. Best Use of Geofencing Technology- Geofencing is a technology that tracks the location of app users when they enter the demarcated region and sends an alert. The campaign utilized geo-fencing technology to create virtual boundaries around McDonald's locations. This allowed Burger King to target potential customers already near their competitors, increasing the likelihood of engagement.

2. Mobile Marketing at its Best- As mentioned above, Burger King underwent over 1.5 million downloads within 9 days of the campaign. The push notifications, alert messages, and location-based campaigns helped test the best options for reaching customers. The campaign also increased the monthly number of app users to 53.7%. And the number of new users was 3.2 million. The ROI from mobile marketing created a substantial engagement.

3. Guerilla Marketing- The bold move of attracting McDonald's customers to Burger King was the highlight of this campaign. The wit and creativity surrounding this marketing technique helped Burger King master guerilla marketing.

4. Real-time Engagement- Burger King's real-time engagement with the humourous social media posts while the campaign was running added to the buzz.

5. Data-Driven Insights- The campaign's success was underpinned by data-driven insights. Burger King used analytics to track app downloads, customer behaviour, and campaign performance, allowing them to refine their strategy and optimize results.

Key Takeaways from the Whopper Detour

Burger King's Whopper Detour campaign was a groundbreaking marketing initiative that leveraged technology and consumer behaviour to drive significant results. Here are the key takeaways:

1. Leverage Technology for Targeted Marketing: The campaign effectively utilized geofencing and mobile app technology to target consumers within proximity of McDonald's locations. This ensured that the offer was relevant and timely.

2. Create a Sense of Urgency and Exclusivity: By limiting the offer to a specific time and location, Burger King created a sense of urgency and exclusivity. This encouraged consumers to take immediate action.

3. Gamify the Experience: The campaign turned the act of ordering a burger into a game, encouraging consumers to participate and share their experiences on social media.

4. Capitalize on Friendly Rivalry: By playfully targeting McDonald's customers, Burger King tapped into the existing rivalry between the two fast-food giants. This generated significant buzz and media attention.

5. Drive App Downloads and Engagement: The campaign was a major success in driving app downloads and increasing user engagement with the Burger King app.

6. Reward Loyalty: By offering a discounted Whopper to app users, Burger King rewarded loyal customers and encouraged them to continue using the app.

7. Measure and Optimize: The campaign's success can be attributed to careful measurement and optimization. Burger King tracked key metrics and made adjustments to maximize its impact.

Burger King's Whopper Detour campaign was a highly successful marketing initiative that demonstrated the power of innovative technology and consumer-centric strategies. By leveraging geofencing, mobile app technology, and gamification, the campaign effectively targeted consumers, created a sense of urgency, and drove significant app downloads and engagement. The campaign's success highlighted the importance of:

• Leveraging technology for targeted marketing.

• Creating a sense of urgency and exclusivity.

• Gamifying the experience.

• Capitalizing on friendly rivalry.

• Rewarding loyalty.

• Measuring and optimizing campaigns.

In conclusion, the Whopper Detour campaign is a valuable case study for marketers seeking to create impactful and memorable campaigns that drive results.

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