In 2018, Burger King’s “Whopper Detour” campaign became a major marketing success by using geo-fencing technology to hijack McDonald’s customers. Through the Burger King app, users who were within 600 feet of a McDonald’s could unlock a Whopper for just one cent. This sneaky campaign led to over 1.5 million app downloads in nine days, propelling the BK app to the top spot in both the Apple and Google Play stores and increased restaurant visits by 37%!
This aggressive move not only boosted sales but also stole attention from its biggest rival, showcasing the power of disruptive marketing in a competitive environment.
Lessons from “Whopper Detour”: Using Competitor Intelligence to Win
The “Whopper Detour” campaign is a prime example of how leveraging competitor insights can drive customer engagement, spark interest in your unique selling points (USPs), and create significant traction for your brand. But what can businesses—especially in highly competitive markets like FinTech—learn from Burger King’s bold approach?
1. Exploit Competitor Weaknesses to Your Advantage
Burger King recognised a key opportunity: McDonald’s dominance and the large number of customers visiting its stores every day. By geo-fencing McDonald’s locations, Burger King didn’t just passively target customers—they intercepted them at a crucial moment of brand engagement. This is a brilliant example of using competitor intelligence to craft a marketing strategy that lures customers away from your rivals.
For financial service providers, identifying your competitor’s blind spots or moments where they fail to meet customer needs can be a goldmine. Recently, Nationwide ran a campaign that emphasised its commitment to maintaining branches, subtly contrasting this with its competitors’ mass closures. This approach tapped into a widespread customer pain point and highlighted Nationwide’s unique advantage—its physical presence. (Although not that subtle as it was banned by the Advertising Standards Authority (ASA) in April 2024 for misleading claims!!)
Takeaway: Monitor your competitors’ moves closely and identify where they may be falling short of customer expectations. Use this insight to position your offering as a more attractive alternative.
2. Leverage Technology to Enhance Engagement
Burger King’s use of geo-fencing created a highly interactive experience. Customers were actively involved in “unlocking” their rewards, and the app downloads skyrocketed as a result. In FinTech and other digital-first industries, there’s a growing opportunity to leverage technology to not just meet, but exceed customer expectations. Whether through innovative features or tailored messaging, using tech to directly engage customers is key.
Takeaway: Invest in tools like app-based experiences, location targeting, and personalised communications to drive user interaction. Use competitor analysis to identify areas where your app can offer something more innovative or engaging than theirs.
3. Create a Strong Call-to-Action
Burger King’s call to action was simple and clear: download the app, get a Whopper for a cent. The result? Immediate traction. Translating this into the financial services space, businesses need to consider how to create clear and enticing offers that push customers to take action now.
Takeaway: Your call-to-action should be direct, valuable, and tap into customer desires or frustrations with competitors.
BehindLogin: Using Competitor Research for Success
At BehindLogin, we help FinTech and financial service companies tap into competitive intelligence to create powerful customer engagement strategies. Our expert analysis can pinpoint your competitors’ weaknesses and highlight opportunities for you to build USPs that attract and retain customers.
