Burger King
Boldness has always been, and will increasingly be, one of the most important characteristics of good communication campaigns, and the results speak for themselves.
Let's look at an example. We know that the Burger King brand has an ancient rivalry with MacDonald's, but it was the boldness of the latest marketing campaigns that positioned it and brought it back into the limelight.
#WhopperDetour campaign
In December 2018 and through the intelligent use of social media (more specifically Twitter) Burger King kicked off the #WhopperDetour campaign with a simple tweet that said something like “we'll be back soon, we're going to Macdonald's” published on the brand's official account. Curious to say the least, right?
After some controversy surrounding the situation and with some voices raised claiming that the official Burger King account had been attacked by hackers, the brand clarified a few hours later that it was “just” a new campaign, which released some videos showing customers requesting a #Whopper on the service. drive and go MacDonald's and with some very confused employees.
The #WhopperDetour campaign asked users of the brand's official app to order a menu for the ridiculous price of 1 cent.
However, for the order to be validated, it would have to be placed inside an official establishment of its main competitor: McDonald's, or within 200 meters of it. Once validated, all you have to do is go to one of the nearest Burger King restaurants and pick up your lunch or dinner for just 1 cent.
This activation campaign was developed by the FCB New York agency. The results speak for themselves and the reach of this campaign was enormous. In just nine days there were around 1 million downloads of the app of Burger King and, according to the brand's managers, the return on investment was 37 to 1.
Watch the promotional video for the #WhopperDetour campaign here:
https://www.youtube.com/watch?v=CDhC6LsAJgM
As the popular saying goes, creativity has always been the secret of business and brands have felt the need to learn to reinvent themselves in the face of all the challenges of today's increasingly noisy and digitally competitive world.