Customers

Case study: Burger King reaches #1 in App Store with Whopper Detour powered by Radar

The Whopper® Detour campaign from Burger King® allowed customers to order a Whopper for a penny, but only by downloading the app and going near a McDonald's first.

The innovative campaign drove over 1 million downloads in 36 hours and helped the Burger King app reach #1 in the App Store.

Burger King chose Radar to power the McDonald's geofencing component of the campaign. Learn how they did it and why they chose Radar as their location solution.

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The opportunity

With ideas for the Whopper Detour and other location-aware product features, Burger King looked for location data infrastructure that was flexible, privacy-first, and integrated with existing tools including mParticle, Braze, and Amplitude.

The solution

Burger King chose Radar as their location solution. With the Radar SDK and Geofences and Places context types, Burger King could implement the McDonald's geofencing component of the campaign with just a few lines of code:

Radar.trackOnce { (status, location, events, user) in
  user?.geofences?.forEach { (geofence) in
    if geofence.tag == "mcdonalds" {
      // unlock Whopper Detour
    }
  }
}

https://s3.amazonaws.com/io.radar.blog/posts/case-study-burger-king-whopper-detour/app.png

In addition to McDonald's, Radar supports geofencing and visit detection for thousands of U.S. and international chains, thousands of categories, and curated groups of places like airports, sports stadiums, and more.

The results

The Whopper Detour campaign drove over 1 million downloads in 36 hours and helped the Burger King app reach #1 in the App Store.

https://s3.amazonaws.com/io.radar.blog/posts/case-study-burger-king-whopper-detour/top.png

Burger King and their agency FCB New York also won top honors at the 2019 Cannes Lions.

The team plans to use Radar to power additional location-aware product experiences in the future.

We had to geofence all of our restaurants in the United States (more than 7,000) and all of the McDonald's restaurants (more than 14,000). Plus, make it reliable. It paid off. Big time.

Fernando Machado, Chief Marketing Officer, Burger King

Hungry? Download the Burger King app for iOS and Android.

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