Inside the Lion's Head with Cannes Grand Prix winners

By July 18, 2019Advertising

The agency behind the “Whopper Detour,” FCB New York, rebooted the Burger King app to geofence all 14,000 McDonald’s locations in the U.S. When app users came within 600 feet of a McDonald’s, it offered them a Whopper for a penny, provided they went to the nearest Burger King to buy it. FCB New York executive creative director Gabriel Schmitt said the entire idea grew out of a single data point: There are nearly twice as many McDonald’s locations in the U.S. than Burger Kings. Although app users normally needed to travel farther to go find a Burger King, users who were detoured rarely had to travel more than a mile to redeem their 1-cent Whopper.

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