First, watch this promo video to understand the concept of their campaign and we'll see the role of geofencing in this. What is Geofencing & How Does Geofencing Work?- OpenXcell Burger King used Geofencing to send a coupon to the phones of people who were within 600 feet of a McDonald's. The coupon offered a Whopper for 1 cent. Burger King saw a 53.7% increase in monthly active users (MAUs) for its mobile app. This is just one way brands are thinking creatively of how to use geofencing to surprise and delight customers - without invading their privacy. Since this deal was insanely great, there was of course a catch to the offer - Burger King wanted more audience exposure for their newly redesigned phone app. So the chain set up geofencing within 600 feet of 14,000 McDonald's stores, enabling app users to tap the 1-cent Whopper promotion and then, after placing their orders, receive . Burger King Burger King famously implemented Addressable GeoFencing in their 'Whopper Detour' campaign. Burger King gave away burgers for 1 cent to users who used their mobile app, but to unlock the offer; they had to go to a McDonald's restaurant ( or within . Burger King leveraged its mobile app in order to send alerts to any customers who moved inside a 600-foot 'geofence' of a McDonald's branch. Your location-based advertising campaign will tap into local audiences already actively using your products or services. For instance: In 2018, Burger King used geofencing technology to steer hungry customers away from McDonald's. Burger King app users received . Burger King's real-time geofencing campaign. Burger King urged its clients to go to Mcdonald's, but here's the catch. Burger King Continues the Fast Food Wars. Who uses geofencing for restaurants? That said, geofencing could be the next great marketing tool for lawyers and law firms. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. And Burger King used it to actually lure McDonalds customers away from their dining experience, by trolling users who are within 600 feet of a McDonalds and then offering them a promotional deal at a nearby Burger King. How did Burger King steal McDonald's customers with geofencing? Even though geo conquesting essentially runs off of geo targeting/ geofencing, Geo . Geoconquesting is slightly different from geo targeting. By leveraging location data and analysis, quick-serve restaurants can identify and target common behaviors for mobile devices seen at store locations. When they entered the fence, they could open an arrangement for a one-penny Whopper burger on the Burger King application. Burger kings' Whopper detour' built a 600 feet fence around McDonald's outlets. You might have heard the word "geofencing" for the first time when you saw the news about one of Burger King's recent marketing campaigns, or you may have known about it for a while.The campaign in question brought Burger King a lot of attention at the expense of their main competitor, McDonald's. Burger King uses geofencing to poach McDonald's customers US - The fast food chain recently tapped into technology to offer one-cent Whopper burgers to those in the proximity of a McDonald's. Burger King's Whopper Detour marketing stunt would only work if the customer had downloaded the Burger King app. Uber targets people at airports and hotels where users are likely to need a ride. Who will be next to drive trial and conversion in an unconventional way? A geoconquesting stunt blended a heavy dose of technology with a creative concept to drive 1.5 million downloads of the burger chain's app. It is this tactic, according to The New York Times, that . The campaign, created by FCB/New York and FCB/RED, won the top prize for marketing effectiveness for a 2018 effort that relied on geofencing to redirect customers to McDonald's to get a Whopper for one cent using the chain's . Burger King is leveraging advanced technology with a new promotion that seeks steal customers away from its biggest rival. The notice said, "Would you like us to pick you up at the LAX airport? For instance, in 2018, Burger King used geofencing to direct customers away from McDonald's. Burger King app users received an offer for a 1 cent Whopper as soon as they got within 600 feet of a McDonald's. In 2018, Burger King used geofencing technology to steer hungry customers away from McDonald's. Burger King app users received an offer for a 1 cent Whopper as soon as they got within 600 feet of a McDonald's. And it worked. Geofencing. The Whopper Detour gimmick, which relies on geofencing technology, hypes the newly relaunched Burger King app, which now offers . It is this tactic, according to The New York Times, that . Burger King on Tuesday launched a limited-time promo selling its signature Whopper sandwiches for a penny, but there's a catch: . Burger King just fired a resounding shot in the burger wars—using geofencing to serve consumers a one-cent Whopper offer as they drive near a McDonalds. The ultra-cheap burgers must be ordered via app at Burger King's chief competitor, McDonald's —or at least within 600 feet of one. When a user walks by, the geofencing technology used by the Starbucks app sends a notification to advertise their drinks and specials to lure the users inside. Burger King Leverages Geofencing Technology for New Promotion Marketing & Sales, Restaurant Technology News Comments Off on Burger King Leverages Geofencing Technology for New Promotion. Geofencing: Helps you create a virtual territory around a particular location and target only those customers within that proximity. Burger King's use of geofencing is just one of multiple uses advertisers and marketers are exploiting to get more personal and appealing advertisements. Burger King Sticks it to McDonald's. In early winter of 2018, Burger King was offering the famous Whopper for just a penny per sandwich. Burger King targets McDonald's because people going to McDonald's eat fast food. What a Whopper from Burger King. This type of targeting is usually hyperlocal—a neighborhood, a building, a store, or an event location. The Whopper Detour campaign of 2018 made use of in-app geofencing to lure customers away from a McDonald's. Burger King reportedly geofenced 14,000 McDonald's locations across the US. Well-known companies like Burger King and Sephora have already taken advantage of geotargeting for marketing purposes—to great success. Burger King used this technology to target users within 600 feet of most McDonald's locations and delivered mobile notifications offering users a Whopper for one cent. This is just one way brands are thinking creatively of how to use geofencing to surprise and delight customers - without invading their privacy. Here are several examples of how big brands used mobile geofencing advertising as part of their marketing strategies. As Burger King has proven, quick-serves are having to get more creative with their advertising campaigns in order to reach the right consumers at the right time with the right message. Because of the promotion, over a million users downloaded the Burger King app. Burger King also invested in geofencing targeting, using it as a defensive marketing tactic against another leading fast-food chain, McDonald's. The campaign revolved around Burger King's mobile app, as well as visits to McDonald's. As a part of the campaign, titled #WhopperDetour, Burger King encouraged diners to go or drive by a . MediaJel is the leading Digital Marketing platform for Cannabis & CBD. Geofencing technology helps consumers automate their homes, track employee time, and target demographics with geolocation-based advertising. Full Transcript Reach brand-safe audiences with compliant programmatic advertising for dispensaries and brands. Taking Customers from Competitors. Burger King's real-time geofencing campaign. For example, their happy hour special (occurring on select Thursdays, 2-7 pm) offers to buy one get one free or BOGO on any grande or larger drink. Burger King added 100 stores domestically in 2018. Burger King tolls McD. In a creative marketing stunt, Burger King used mobile geofencing technology to promote the "order ahead" feature of its redesigned app. . Burger King Continues the Fast Food Wars. Not one to sit out on a new technology, Burger King responded to McDonald's use of geofencing with a campaign of their own. Then when someone with the Burger King mobile app on their phone crosses the Geo-fence, it triggers a special offer letting them order a Burger King for a penny. Burger King Wins on Big Marketing Gamble. This resulted in the Burger King application being downloaded more than 1,000,000 times. Burger King's use of geofencing is just one of multiple uses advertisers and marketers are exploiting to get more personal and appealing advertisements. Burger King is leveraging the power of geofencing to steal traffic from a fast-food empire that has over double the number of stores that they do. Burger King ran a promotion to sell Whopper burgers for $0.01 - but only to customers within a 600-foot radius of a McDonald's. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. Uber used Geofencing to send notices to phones showing up at the LAX airport. It's not every day that Geofencing makes national headlines - and things are heating up in the burger world.. The campaign centers around Burger King presenting a digital coupon offering their famous Whopper for just 1 cent to a consumer on his or her phone via the brand's mobile app when the consumer is "at" (within 600 feet of) one of McDonald's 14,000 locations. Is Geo Conquesting different from geo targeting? Burger King Burger King The most recent and impressive example is Burger King's "Whopper Detour," which involved building a 600-feet fence around McDonald's restaurants. What is the difference between geo fencing and geo conquesting? The Whopper Detour campaign is a good example of how Burger King mastered geoconquesting by geofencing its arch-rival, McDonald's. For a week in December, Burger King offered a Whopper sandwich . our work; From a Super Bowl ad starring Andy Warhol to a 1-cent Whopper deal involving geofencing and McDonald's, Burger King has gambled big on edgy marketing. Same-store sales and revenue increased for the classic chain during the last quarter. The result? Better to take a big competitor and create a geofence around it. Burger King uses geofencing to poach McDonald's customers US - The fast food chain recently tapped into technology to offer one-cent Whopper burgers to those in the proximity of a McDonald's. Burger King's Whopper Detour marketing stunt would only work if the customer had downloaded the Burger King app. The geofence relies on several components, including an IoT device in the form of a smartphone, real-time IoT communications, and basic location intelligence. In the Quick-Serve Restaurant industry, perhaps the most famous use of geo-fencing was Burger Kings Whopper Detour conquest advertising campaign vs. McDonald's. A 'conquest' campaign is designed to take customers from a direct competitor. They encourage customers to visit McDonald's, which involves a twist. Consumers are then directed to the nearest Burger King location for pick up. Burger King launched the Whopper Detour campaign, which started with erecting 600-foot geofences around McDonald's locations. The Whopper Detour campaign of 2018 made use of in-app geofencing to lure customers away from a McDonald's. The app offered them a deal to instead buy a Whopper for one cent from the nearest Burger King. Burger King's Real-Time Geofencing Campaign. Not one to sit out on a new technology, Burger King responded to McDonald's use of geofencing with a campaign of their own. Burger King - #EscapeTheClown. Like Burger King did with McDonald's, it's fairly common for brands to geofence competitors in order to capture more market share. . This concept is the most impressive example of what is geofencing marketing. . Not one to sit out on a new technology, Burger King responded to McDonald's use of geofencing with a campaign of their own. Burger King vs. McDonald's. Both of these QSR's came up with compelling location-based marketing. Burger King launched a "Whopper Detour" campaign trolling McDonald's. The company has built a 600-meter virtual wall around rival restaurants, offering all McDonald's diners Whopper burgers (for 1 cent) via the Burger King app. The Whopper Detour campaign of 2018 made use of in-app geofencing to lure customers away from a McDonald's. Burger King Leverages Geofencing Technology for New Promotion Burger King, which has 6,600 fast-food locations in the US, recently relaunched its mobile app, allowing customers to place orders via their smartphones and tablets. Burger King launched the Whopper Detour campaign, which started with erecting 600-foot geofences around McDonald's locations. It also gave directions to help them get there. Geofencing is a more granular form of location-based targeting that delivers messages or promotions to people within a precise geographic area (inside the "fence"). The number of users sharing their location data with Burger King jumped 143%. From Kevin Wilson's LinkedIn Video Blog: Connect and comment here https://bit.ly/2L9nrUZ. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. Burger King's real-time geofencing campaign. Using geofencing technology, Burger King's Whopper Detour promotion unlocked when users came within 600 feet of a McDonald's restaurant. McDonald's restaurant numbers dwarf Burger King's by about 2 to 1 in the U.S, a competitive advantage that Burger King sought to turn into an advantage for itself. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. Example of some leading restaurant brands using location intelligence & geofencing: 1. The promotion, dubbed #WhopperDetour, will run for a limited time through December 12. The campaign was a success. Burger King is leveraging advanced technology with a new promotion that seeks steal customers away from its biggest rival. in order to entice that same consumer to leave Burger King and eat at Mcdonalds. The BK app shot to the first position in the 'food and drink' category in Apple's App Store. In the campaign, Burger King geofenced 14,000 McDonald's locations . This is just one way brands are thinking creatively of how to use geofencing to surprise and delight customers - without invading their privacy. Final Thoughts on Mobile Geofencing. 3.2 million new users installed the Burger King app following its launch with Braze. Burger King ran a promotion to sell Whopper burgers for $0.01 - but only to customers within a 600-foot radius of a McDonald's. Customers could download the Burger King app and head to their nearest McDonald's. When they were within the geofence, the app would redirect them to their nearest Burger King to redeem the promo. NEW YORK, October 1, 2020 -- Burger King's "Whopper Detour" won the Grand Effie at the virtual Ideas That Work: 2020 Effie US Summit & Awards Gala this evening. Marcelo Pascoa, the global head of brand marketing for Burger King, told Ad Age that it was a daunting task to geofence the over 14,000 McDonald's across the U.S. Geofencing involves using GPS . Not one to sit out on a new technology, Burger King responded to McDonald's use of geofencing with a campaign of their own. Creative use of Geofencing and Geolocation by Burger King Essentially, you get a whopper for 1 cent if you place an online order using the BK app from inside a McDonald's. The app then navigates you to the nearest BK - pretty imaginative use of established GIS practices: The total ROI from the Whopper Detour campaign came in at an incredible 37-1. Using this type of location targeting, Burger King . It is based on the effective use of GPS, RFID, WiFi, or cellular data. Burger King. The Whopper Detour campaign of 2018 made use of in-app geofencing to lure customers away from a McDonald's. A May 2010 Wall Street Journal article points out that companies have begun exploring mobile applications that facilitate geofencing. These companies include Burger King, Quizno's, and Sonic. How BK's Whopper Detour campaign worked. Who knew Burger King had its finger on the pulse of state-of-the-art legal marketing techniques?! Geofence marketing has helped the biggest global brands like BMW & Burger King . HOW IS GEOFENCING USED? While geofencing is already widely applied, its uses are so varied and can be combined with immersion technologies of all . Starbucks utilizes geofencing to promote beverages to . Burger King also invested in geofencing targeting, using it as a defensive marketing tactic against another leading fast-food chain, McDonald's. The campaign revolved around Burger King's mobile app, as well as visits to McDonald's. As a part of the campaign, titled #WhopperDetour, Burger King encouraged diners to go or drive by a . Burger King Trolls McDonald's . With over half a million coupon redemptions, customers were 20x more responsive to the #WhopperDetour coupon . The geofence relies on several components, including an IoT device in the form of a smartphone, real-time IoT communications, and basic location intelligence. In addition, the younger generations will respect. You can even use geofencing to redirect a consumer from a competitor. One of the cleverest geofencing strategies in recent years was also a magnificent example of corporate trolling. 5. To take advantage of the promotion, created with agency FCB New York, all users had to do was download BK's app, drive to . Burger King created a brilliant geofencing marketing campaign that incentivized customers to go to the nearest McDonalds, only to end up recommending a Burger King with awesome discounts. The practice of geofencing is integral to the Burger King effort. One of the cleverest geofencing strategies in recent years was also a magnificent example of corporate trolling. Geofencing in Action Braze customer Burger King used this location-based approach in a clever, fairly hilarious way. The Burger King app had over 1,000,000 downloads and became number 1 in the Apple App Store's food and drink category. Guests could only get the offer by going to McDonald's. According to Burger King's press release, "If a guest is inside one of these geofenced areas [within 600 feet of McDonald's] and has the new BK app on their device, the app will unlock the Whopper sandwich for a penny promotion.Once the 1¢ Whopper sandwich order is placed, the user will . Geofencing is a location-based service in which a creator of an app or other platform/software uses GPS, RFID, Wi-Fi or cellular data to send/trigger messages like SMS, Email or In-App/App-based notifications (pre-programmed action) when mobile devices that enter, exit, or remain parked in the geographical location. If you're within 600 feet of a McDonald's location, the burger is yours for a fraction of its usual price. When the app senses that a customer's phone has crossed the digital "fence" around a McDonald's location, it . Similarly, Burger King's #whopperdetour campaign used geofencing to increase its sales and app downloads drastically. This is how in 2018, Burger King shrewdly leveraged Geofencing to drive mobile app downloads and boost footfall in its stores. Another great example is Sephora . Published Dec. 9, 2019 Burger King Since the " Subservient Chicken " campaign drew viral buzz in 2004, Burger King has become somewhat synonymous with quirky, out-of-the-box marketing. The objective of geofencing is straightforward: reduce advertising expenses with strategic demographic targeting. 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