Burger King got creative with their “Whopper Detour” campaign which was launched on December 4th, 2018. They used “geo – conquesting” which relies on GPS technology to create a virtual barrier around a defined area. The strategy behind this campaign was to take customers away from one of their prime competitors, McDonalds, and instead entice them to come to Burger King. In order to activate the offer a smartphone user had to download the upgraded Burger King app.
When the user with the app got within 600 feet of the rival’s restaurant McDonalds the user had the option to continue into McDonalds or order a burger king whopper sandwich for just a penny. How could you beat that price? The campaign was a success considering it generated 1.5 million app downloads during the time the campaign was running. Who would have thought detouring would have been that much fun?
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