The Art of the Troll. #Petty
Burger King got national attention this week for offering 1-cent Whoppers to those who drove up to a McDonald’s location (and then, presumably, drove away to redeem their BK coupons). Key to the stunt was the brand’s smartphone app, which unlocked the offer when it detected users approaching within 600 feet of a McDonald’s.
The “Whopper Detour” sent customers to a rival’s doorstep, and it worked, in terms of both publicity and app downloads.
Burger King today said its app was downloaded more than 1 million times since Whopper Detour launched on Tuesday, and the app is currently No. 1 among free software in the Apple App Store. That puts Burger King’s app, for now at least, above app giants like YouTube, Instagram, Snapchat and Amazon.
(The McDonald’s app, in case you’re curious, is currently at No. 42.)
Why It’s Hot:
Brands trolling other brands has become a sure fire way to go viral, this uses brand trolling in conjunction with location based apps to drive people to a competitor and it worked to drive sales and app downloads.