Rarely do you ever see a company advertise to drive customers into the parking lot of their biggest competitor, but that’s exactly what Burger King did last week. In a highly unusual move BK encouraged consumers to download their app and then drive to the nearest McDonald’s. When the mobile device with the app on it got to within 600 feet of a McDonald’s, a “Whopper Detour” alert would be activated on the phone, and unlock a promotional code to get a Whopper for just one penny.
The results of this first of its kind app trolling were amazing. From Tuesday-Thursday Burger King’s app was downloaded more than 1M times in the US, and it’s now the current number one downloaded app on the Android Play Store and Apple’s App Store. No word from BK on how many 1-cent Whopper codes were redeemed, but it’s a safe bet that whatever money they lost on food costs for the promotion was made up for in PR buzz.
Kudos to The King!