Whopper Detour Campaign: How Burger King Redefined Creative Marketing & Best of Geofencing

Recently, I was asked which of my recent campaigns was my favorite. Without hesitation, I answered that it was the “Whopper Detour” by Burger King. Reflecting on the campaign, I realized how its brilliance left a lasting impression on me and on the industry as a whole.

At the heart of this campaign was a bold and clever tactic: sending customers to McDonald’s. Yes, you read that right. Through the Burger King app, users within 600 feet of a McDonald’s could unlock a special deal: a Whopper for just one cent. The app would then guide them to the nearest Burger King, turning McDonald’s parking lots into a launchpad for Burger King’s success.

This audacious promotion not only tripled Burger King’s mobile sales but also resulted in the highest foot traffic the chain had seen in five years. It was the perfect combination of digital innovation and real-world impact.

It wasn’t just about sales or foot traffic; it was about sparking conversation. From late-night TV shows to morning news, everyone was talking about it. Social media lit up, turning this stunt into the most talked-about event in the restaurant industry. The Whopper Detour reminded everyone of the fun and bold personality of the brand—something that Burger King is known for and continues to lean into.

What I admire most about this campaign is how it seamlessly combined creativity with data-driven execution. Geofencing, loyalty apps, and mobile order systems aren’t new concepts, but Burger King leveraged them in a fresh, impactful way. The result? Their app shot to No. 1 on both iOS and Android app stores. It wasn’t just about the “cool factor”—it was about using technology to connect with audiences in a memorable and scalable way.

One of the driving forces behind this success is Burger King’s global CMO, Fernando Machado. His willingness to think outside the box and challenge industry norms is what sets him apart. He knows that Burger King will never surpass McDonald’s in terms of sheer sales volume, but his campaigns ensure that the brand stays relevant, disruptive, and exciting.

In fact, Machado continued to show his marketing prowess with another campaign for Burger King’s sister company, Popeyes, and their viral chicken sandwich launch. The lesson here is clear: boldness, creativity, and a deep understanding of your audience can yield tremendous success—even when competing against giants.

The Whopper Detour campaign is a prime example of how clever marketing, when backed by solid data and execution, can produce results that go beyond sales—it redefines a brand’s place in the cultural landscape.