“Provocative, boundary-busting, envy-inspiring and that marks a new direction for the industry”
Burger King’s ‘The Whopper Detour’ has rounded-off a sucessful Cannes Lions week for the company by winning the Titanium Grand Prix, an award reserved for work that is “provocative, boundary-busting, envy-inspiring and that marks a new direction for the industry” — the Cannes Lions’ criteria for Titanium status. The latest win means the fast-food giant has won three Grands Prix this week. Entered by FCB New York, the audacious campaign offered people the chance to buy a Whopper burger for one penny, on the condition that they unlocked the mobile-led promotion while in the vicinity of a rival McDonald’s restaurant. This clever integration of mobile, direct and sales promotion delivered a 37:1 return on investment. Headline figures included 1.5 million app downloads and mobile sales that tripled during the promotion.
“provocative, boundary-busting, envy-inspiring and that marks a new direction for the industry”
‘The Whopper Detour’ was 40 times bigger than any previous Burger King digital promotions. Burger King has built a reputation for feisty, provocative and hilarious marketing — winning the Cannes Lions Creative Marketer Of The Year award in 2017. In a Cannes Lions session this year, Survivor’s Guide To The Adpocalypse, Fernando Machado, Burger King global chief marketing officer, said: “We tried giving away the burger for free for a download and no one was interested. It is the fun element of going to the rival’s outlet that engaged people.”