The total ROI from the Whopper Detour campaign came in at an incredible 37-1. The Whopper Detour campaign is a good example of how Burger King mastered geoconquesting by geofencing its arch-rival, McDonald's. For a week in December, Burger King offered a Whopper sandwich . Geofencing in Mobile Marketing? A 2021 Guide to ... Geofencing—a location-data service that creates a zone around a specific geographic area for the purpose of advertisement targeting, is a relatively new but powerful marketing tactic. Mobile Marketing - Concept, Strategies, Types of Mobile ... Published Dec. 9, 2019 Burger King Since the " Subservient Chicken " campaign drew viral buzz in 2004, Burger King has become somewhat synonymous with quirky, out-of-the-box marketing. Burger King targets McDonald's because people going to McDonald's eat fast food. HOW IS GEOFENCING USED? Burger King. How BK's Whopper Detour campaign worked. The purpose of geofencing is simple: To detect a user's location, and to use that location to serve them relevant, valuable communications. Geoconquesting is slightly different from geo targeting. As Burger King has proven, quick-serves are having to get more creative with their advertising campaigns in order to reach the right consumers at the right time with the right message. Burger King just fired a resounding shot in the burger wars—using geofencing to serve consumers a one-cent Whopper offer as they drive near a McDonalds. How Burger King used geofencing If you do not have many outlets yet and have not managed to build up your customer base, as Burger King's experience shows, it is unnecessary to build geofencing around your dealership. 5. Burger King reportedly geofenced 14,000 McDonald's locations across the US. By leveraging location data and analysis, quick-serve restaurants can identify and target common behaviors for mobile devices seen at store locations. Burger King gave away burgers for 1 cent to users who used their mobile app, but to unlock the offer; they had to go to a McDonald's restaurant ( or within . Is Geo Conquesting different from geo targeting? While geofencing is already widely applied, its uses are so varied and can be combined with immersion technologies of all . Using geofencing technology, Burger King's Whopper Detour promotion unlocked when users came within 600 feet of a McDonald's restaurant. First, watch this promo video to understand the concept of their campaign and we'll see the role of geofencing in this. McDonald's restaurant numbers dwarf Burger King's by about 2 to 1 in the U.S, a competitive advantage that Burger King sought to turn into an advantage for itself. One of the cleverest geofencing strategies in recent years was also a magnificent example of corporate trolling. Then when someone with the Burger King mobile app on their phone crosses the Geo-fence, it triggers a special offer letting them order a Burger King for a penny. Not one to sit out on a new technology, Burger King responded to McDonald's use of geofencing with a campaign of their own. For instance: In 2018, Burger King used geofencing technology to steer hungry customers away from McDonald's. Burger King app users received . It is this tactic, according to The New York Times, that . The promotion, dubbed #WhopperDetour, will run for a limited time through December 12. Better to take a big competitor and create a geofence around it. Once the virtual boundaries are set, the possibilities are virtually limitless. A famous example is Burger King. Burger King also invested in geofencing targeting, using it as a defensive marketing tactic against another leading fast-food chain, McDonald's. The campaign revolved around Burger King's mobile app, as well as visits to McDonald's. As a part of the campaign, titled #WhopperDetour, Burger King encouraged diners to go or drive by a . Burger King is leveraging advanced technology with a new promotion that seeks steal customers away from its biggest rival. From Kevin Wilson's LinkedIn Video Blog: Connect and comment here https://bit.ly/2L9nrUZ. The Whopper Detour gimmick, which relies on geofencing technology, hypes the newly relaunched Burger King app, which now offers . For example, their happy hour special (occurring on select Thursdays, 2-7 pm) offers to buy one get one free or BOGO on any grande or larger drink. You can even use geofencing to redirect a consumer from a competitor. Burger King ran a promotion to sell Whopper burgers for $0.01 - but only to customers within a 600-foot radius of a McDonald's. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. . Dunkin' Burger King added 100 stores domestically in 2018. With over half a million coupon redemptions, customers were 20x more responsive to the #WhopperDetour coupon . In a creative marketing stunt, Burger King used mobile geofencing technology to promote the "order ahead" feature of its redesigned app. Burger King tolls McD. The number of users sharing their location data with Burger King jumped 143%. Sephora took geofencing to another level. Burger King Burger King famously implemented Addressable GeoFencing in their 'Whopper Detour' campaign. It is this tactic, according to The New York Times, that . What is the difference between geo fencing and geo conquesting? Who will be next to drive trial and conversion in an unconventional way? Taking after Wendy's aggressiveness towards competitors on Twitter, Burger King announced its new Whopper Detour promo in the beginning of December - and now Burger King and McDonalds have some major beef.. Who knew Burger King had its finger on the pulse of state-of-the-art legal marketing techniques?! The Whopper Detour campaign of 2018 made use of in-app geofencing to lure customers away from a McDonald's. Burger King's real-time geofencing campaign. When the app senses that a customer's phone has crossed the digital "fence" around a McDonald's location, it . If you're within 600 feet of a McDonald's location, the burger is yours for a fraction of its usual price. Burger King Continues the Fast Food Wars. The Whopper Detour campaign of 2018 made use of in-app geofencing to lure customers away from a McDonald's. One of the cleverest geofencing strategies in recent years was also a magnificent example of corporate trolling. Who uses geofencing for restaurants? Burger King uses geofencing to poach McDonald's customers US - The fast food chain recently tapped into technology to offer one-cent Whopper burgers to those in the proximity of a McDonald's. Burger King's Whopper Detour marketing stunt would only work if the customer had downloaded the Burger King app. Burger King's use of geofencing is just one of multiple uses advertisers and marketers are exploiting to get more personal and appealing advertisements. This is how in 2018, Burger King shrewdly leveraged Geofencing to drive mobile app downloads and boost footfall in its stores. Starbucks utilizes geofencing to promote beverages to . In the U.S., Burger King boosted downloads of its mobile app by 1.5 million with its "Whopper Detour" stunt that used geofencing and mobile push notifications to offer 1-cent burgers to smartphone users who were near rival McDonald's locations, demonstrating the marketing power of creative mobile technologies. The practice of geofencing is integral to the Burger King effort. Burger King's use of geofencing is just one of multiple uses advertisers and marketers are exploiting to get more personal and appealing advertisements. Burger King used this technology to target users within 600 feet of most McDonald's locations and delivered mobile notifications offering users a Whopper for one cent. The campaign, created by FCB/New York and FCB/RED, won the top prize for marketing effectiveness for a 2018 effort that relied on geofencing to redirect customers to McDonald's to get a Whopper for one cent using the chain's . Burger King is leveraging advanced technology with a new promotion that seeks steal customers away from its biggest rival. In addition, the younger generations will respect. Bottom line: As geofencing in mobile advertising goes mainstream, it has immense potential for law firms and their marketing efforts. in order to entice that same consumer to leave Burger King and eat at Mcdonalds. For instance, in 2018, Burger King used geofencing to direct customers away from McDonald's. Burger King app users received an offer for a 1 cent Whopper as soon as they got within 600 feet of a McDonald's. Geofence marketing has helped the biggest global brands like BMW & Burger King . This type of targeting is usually hyperlocal—a neighborhood, a building, a store, or an event location. Thanks to consumer demand for deals and personalization, . In 2018, Burger King used geofencing technology to steer hungry customers away from McDonald's. Burger King app users received an offer for a 1 cent Whopper as soon as they got within 600 feet of a McDonald's. And it worked. Same-store sales and revenue increased for the classic chain during the last quarter. NEW YORK, October 1, 2020 -- Burger King's "Whopper Detour" won the Grand Effie at the virtual Ideas That Work: 2020 Effie US Summit & Awards Gala this evening. Here are several examples of how big brands used mobile geofencing advertising as part of their marketing strategies. Geofencing: Helps you create a virtual territory around a particular location and target only those customers within that proximity. This resulted in the Burger King application being downloaded more than 1,000,000 times. Burger King Wins on Big Marketing Gamble. So the chain set up geofencing within 600 feet of 14,000 McDonald's stores, enabling app users to tap the 1-cent Whopper promotion and then, after placing their orders, receive . The ultra-cheap burgers must be ordered via app at Burger King's chief competitor, McDonald's —or at least within 600 feet of one. Burger King ran a promotion to sell Whopper burgers for $0.01 - but only to customers within a 600-foot radius of a McDonald's. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. Another great example is Sephora . Burger King launched a "Whopper Detour" campaign trolling McDonald's. The company has built a 600-meter virtual wall around rival restaurants, offering all McDonald's diners Whopper burgers (for 1 cent) via the Burger King app. The campaign centers around Burger King presenting a digital coupon offering their famous Whopper for just 1 cent to a consumer on his or her phone via the brand's mobile app when the consumer is "at" (within 600 feet of) one of McDonald's 14,000 locations. Burger King saw a 53.7% increase in monthly active users (MAUs) for its mobile app. Geofencing. Using this type of location targeting, Burger King . It's not every day that Geofencing makes national headlines - and things are heating up in the burger world.. Geofencing technology helps consumers automate their homes, track employee time, and target demographics with geolocation-based advertising. The Burger King app had over 1,000,000 downloads and became number 1 in the Apple App Store's food and drink category. Uber targets people at airports and hotels where users are likely to need a ride. The practice of geofencing is integral to the Burger King effort. Creative use of Geofencing and Geolocation by Burger King Essentially, you get a whopper for 1 cent if you place an online order using the BK app from inside a McDonald's. The app then navigates you to the nearest BK - pretty imaginative use of established GIS practices: They encourage customers to visit McDonald's, which involves a twist. Burger King vs. McDonald's. Both of these QSR's came up with compelling location-based marketing. The campaign was a success. Not one to sit out on a new technology, Burger King responded to McDonald's use of geofencing with a campaign of their own. When the app senses that a customer's phone has crossed the digital "fence" around a McDonald's location, it . Full Transcript Burger King Trolls McDonald's . Marketing examples by category in the '4 Ps' include product (Diageo smart bottles), price (Burger King geofencing for campaigns), place (beacons at Walgreens, Heathrow Airport), and promotion . Guests could only get the offer by going to McDonald's. According to Burger King's press release, "If a guest is inside one of these geofenced areas [within 600 feet of McDonald's] and has the new BK app on their device, the app will unlock the Whopper sandwich for a penny promotion.Once the 1¢ Whopper sandwich order is placed, the user will . You might have heard the word "geofencing" for the first time when you saw the news about one of Burger King's recent marketing campaigns, or you may have known about it for a while.The campaign in question brought Burger King a lot of attention at the expense of their main competitor, McDonald's. Burger King's real-time geofencing campaign. The Whopper Detour campaign of 2018 made use of in-app geofencing to lure customers away from a McDonald's. From a Super Bowl ad starring Andy Warhol to a 1-cent Whopper deal involving geofencing and McDonald's, Burger King has gambled big on edgy marketing. What a Whopper from Burger King. Burger King - #EscapeTheClown. While Burger King used geofencing to sell burgers, the tool's capabilities extend far beyond that. Geofencing uses GPS or RFID technology to map out an area of choice, allowing brands to trigger an event once a user enters. When a user walks by, the geofencing technology used by the Starbucks app sends a notification to advertise their drinks and specials to lure the users inside. Burger King leveraged its mobile app in order to send alerts to any customers who moved inside a 600-foot 'geofence' of a McDonald's branch. That said, geofencing could be the next great marketing tool for lawyers and law firms. Consumers are then directed to the nearest Burger King location for pick up. Burger King Sticks it to McDonald's. In early winter of 2018, Burger King was offering the famous Whopper for just a penny per sandwich. Burger King's real-time geofencing campaign. When they entered the fence, they could open an arrangement for a one-penny Whopper burger on the Burger King application. A May 2010 Wall Street Journal article points out that companies have begun exploring mobile applications that facilitate geofencing. These companies include Burger King, Quizno's, and Sonic. Well-known companies like Burger King and Sephora have already taken advantage of geotargeting for marketing purposes—to great success. Reach brand-safe audiences with compliant programmatic advertising for dispensaries and brands. How Burger King used geofencing If you do not have many outlets yet and have not managed to build up your customer base, as Burger King's experience shows, it is unnecessary to build geofencing around your dealership. Burger kings' Whopper detour' built a 600 feet fence around McDonald's outlets. Geofencing in Action Braze customer Burger King used this location-based approach in a clever, fairly hilarious way. Because of the promotion, over a million users downloaded the Burger King app. Burger King launched the Whopper Detour campaign, which started with erecting 600-foot geofences around McDonald's locations. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. Even though geo conquesting essentially runs off of geo targeting/ geofencing, Geo . To take advantage of the promotion, created with agency FCB New York, all users had to do was download BK's app, drive to . Not one to sit out on a new technology, Burger King responded to McDonald's use of geofencing with a campaign of their own. This is just one way brands are thinking creatively of how to use geofencing to surprise and delight customers - without invading their privacy. 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