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The Whopper Detour

基本信息
行业: 食品
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for Media?

The Whopper Detour used an array of integrated media to take consumers on a brand experience with clear business goals. We needed to tap into the very things the brand is famous for, while adding an element of engagement and technology that didn’t previously exist in their marketing efforts. The consumer journey was seamless — driving awareness of the promotion on social, to breaking it down for them on how to participate and redeem the offer with online video, targeting them through location-based ads via Waze and Foursquare and finally, there was the app experience itself.

Background

In 2015, only 11% of fast-food consumers placed an order using a mobile app, compared to nearly 40% in 2018. And by 2020, mobile ordering is poised to generate $38 billion in sales.

Realizing the need to fully capitalize on this, and being late to the game vs. the rest of the category, Burger King overhauled its app to offer order-ahead functionality.

Being last to the party, Burger King had to do something radical to garner attention, engage consumers, and give them a reason to download the BK App.

Describe the creative idea/insights (30% of vote)

McDonald’s outnumbers BK restaurants 2-to-1 in the U.S. So, in the spirit of Burger King’s challenger mentality, we didn’t just do a promo. Nor did we simply troll McDonald’s. We turned our biggest competitor’s advantage into our own, by turning their restaurants into touchpoints of OUR campaign, inviting consumers to order a 1-cent Whopper that could be ordered only “at” McDonald’s through the new BK App.

To do this, we geofenced 14,000 McDonald’s stores nationwide. If a user was within 600 ft. of a McDonald’s, the BK App unlocked the promotion, and once the order was placed, the app then navigated them to the nearest BK for pickup. It was a mind twist that had to be perfectly executed to keep the user experience seamless so that consumers could join in on the fun.

Describe the strategy (20% of vote)

Millennials and Gen Z grew up with tech, so getting real estate on their phones is key for Burger King’s long-term strategy. We know they don’t watch linear TV and are skeptical of marketing. They don’t visit BK restaurants as often as their parents, nor do they think BK is particularly “cool.” It was imperative for us to bring our target in as part of the promo activation –– using mobile, social, and online films to promote the effort. Tapping into the social nature of trolling and gamifying encouraged the experience.

Describe the execution (20% of vote)

The Whopper Detour was a 9-day mobile app promotion by Burger King, running
12/04/18 to 12/12/18. The offer was available nationwide in the U.S. (not valid in Alaska and Hawaii) at participating BK restaurants and it unlocked at over 14,000 geofenced McDonald’s restaurants. Waze was a key part of the effort, reaching every person of the target that was close to a McDonald’s. The promo was also leveraged on social media (Facebook, Twitter, YouTube, Instagram) but also targeted digital display through Foursquare, and high-impact traditional placements with guerrilla OOH and a New York Post full-page print ad.

List the results (30% of vote)

During the 9-day promotion, Whopper Detour garnered 3.5 billion impressions, an 818% increase in Twitter mentions for the brand, and $40 million in earned media. The app was downloaded 1.5 million times and ranked #1 on both iOS and Google Play app stores for several days, beating out the likes of Facebook, Amazon, YouTube, and Instagram. The PR success translated into business results: Burger King saw the highest foot traffic in over 4 years, tripling mobile sales during the promo, and generating results 40x bigger than BK’s historical digital promo record. The Whopper Detour will pay dividends for years to come, growing the mobile customer base by 33%, giving BK invaluable new data, and leading to an increase of $15 million in projected sales for the next year. The Whopper Detour has also led to double the app sales ever since the promotion, with an ROI of 37:1.

Describe the use of data, or how the data enhanced the campaign output

McDonald’s outnumbers BK restaurants 2-to-1 in the U.S. We turned this data point on its head by turning their restaurants into touchpoints for our promotion. To do that, we utilized geofencing in a way, and on a scale, that had never been done before, geofencing 14,000 McDonald’s locations across the United States.

If a customer was inside one of these geofenced areas, the BK App unlocked the promotion. Once the 1¢ Whopper order was placed on the app, the user was “detoured” away from McDonald’s, as the app navigated them to the nearest BK for pickup, which is usually a short drive away. To ensure further reach, we partnered with Waze, so that every person driving near a McDonald’s was reached with the promotion as well.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 品牌体验与激活
Challenger Brand
戛纳国际创意节 2019
入围 媒介应用
Use of Real-time Data
戛纳国际创意节 2019
入围 媒介应用
Challenger Brand
戛纳国际创意节 2019
入围 移动应用
Innovative Use of Technology
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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