Burger King: The Whopper Detour (2021)

Burger King, a fast-food brand, drove consumers to download the Burger King app in the USA by breaking conventional marketing rules with its campaign The Whopper Detour.

Campaign details

Brand: Burger KingAgency: FCB New YorkCountry: United States


Kick-start Burger King's digital transformation by launching the revamped Burger King App. Every QSR (Quick Service Restaurant aka Fast Food) brand wants you to download their app. The QSR app is basically the new drive-thru. So, it was essential to the future of our business. But it's not easy to convince people to download mobile apps from fast-food brands. We know, because we had tried everything and yet our app was still 686th in the app store.(1) What made this challenge even harder was...

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