After two Grand Prix wins, one for Direct Lions and another for Mobile Lions, Burger King’s “Whopper Detour” yet again sits on top this time for Titanium Lions.
The winner in Titanium Lions, a huge winner this week. Congratulations to @FCBGlobal in New York for #WhopperDetour for @Burgerking!
Congratulations to the team, an amazing campaign with massive success at #CannesLions! pic.twitter.com/g2oj5aOKJK
Sponsor— LIONS | The Home of Creativity (@Cannes_Lions) June 21, 2019
Titanium Lions is a category that was created to recognize “out-of-the-box” ideas that is both bold and provocative, but brings results and pushes the industry forward. And the fast food chain’s Whopper Detour checks out all the boxes for a Titanium Grand Prix win. After all, the campaign was so bold it almost seemed like a prank.
Fernando Machado, Burger King’s Chief Marketing Officer, explained that the Whopper Detour was a defining campaign for them, which would pave the way to other successful campaigns. The whole initiative was built around the idea of having people go to a McDonald’s to order a Whopper (which of course you can’t do). If they do, they get a huge discount when they arrive at a nearby Burger King branch.
https://www.youtube.com/watch?v=D6uuEQmn5vQ
But it wasn’t just the humor that made the campaign a success, but also the technology behind it. By utilizing GPS, digital maps, geo-fencing, and other data-driven tools, bringing customers to a McDonald’s then towards a nearby Burger King branch was seamless for most. The campaign eventually led to breaking foot traffic records, higher BK app downloads, and of course tons of burgers grilled, flipped, sold, and consumed.
Other campaigns that received Titanium Lions include:
Main Image from Cannes Lions 2019 via Twitter.
