McDonald’s outnumbers BK restaurants two-to-one in the U.S. So, in the spirit of Burger King’s challenger mentality, we didn’t just do a promo for them. Nor did we simply troll McDonald’s. We turned our biggest competitor’s advantage into an asset for BK, 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 feet 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.