Burger King is trolling McDonalds by offering a $0.01 Whopper if a user opens their app to unlock a deal when within a range of McDonald’s restaurants. Once someone is within 600 feet of a McDonald’s location, the 1 cent offer is unlocked. If the person asks to redeem the Whopper offer at the McDonald’s, many McDonald’s employees have turned back the person telling them the offer is invalid, and the Burger King app redirects them to the nearest Burger King location to truly redeem the offer.
The age-old “Burger Wars” between these Burger King and McDonalds continues. With “Where’s the beef” becoming a huge catchphrase in the ‘80’s throwing shade at McDonald’s fluffy burgers with nowhere to be found beef, Burger King looks to establish its position as the all-time top rival of McDonald’s.
Burger King is doing a couple things well: 1. Using Technology to directly call out and conquest against the leader in the QSR+Tech space. 2. Promoting and getting more downloads for the BK app. 3. Keeping up the witty brand tone and voice by trolling, and being culturally relevant – and it paid off with Burger King getting a ton of earned media and PR, on top of their owned channels.
Jack's Snack Bites 