Burger King's 'Whopper Detour' campaign drove 1.5m app downloads

"Burger King boosted downloads of its mobile app by 1.5 million with its "Whopper Detour" stunt campaign that offered 1-cent Whoppers to smartphone users who were near rival McDonald's locations. José Cil, CEO of Burger King's parent company Restaurant Brands International (RBI), revealed the results as part of a quarterly earnings call with analysts on Feb. 11.
Customers had to download the upgraded Burger King app and get within 600 feet of a McDonald's restaurant to activate the offer. After customers placed an order, the app navigated them away from McDonald's and toward the nearest Burger King to pick up their food within an hour.
The campaign made the Burger King app the most downloaded app in Apple's App Store for several days in a row and the most downloaded QSR app in the U.S. among direct competitors in December, Cil said. RBI also owns Popeyes and Tim Hortons."

Source:  Mobile Marketer, 12th February 2019