Burger King's Twitter game is strong, which is a good thing because the competition is fierce among fast food chains on social media.
BK's latest marketing stunt is going to drive McDonald's employees crazy, or at least make them a bit paranoid. It's a deliciously trollish way to get hungry customers to order a Whopper.
In a tweet, Burger King said it was going to McDonald's.
brb going to McDonald’s— Burger King (@Burger King)1543931700.0
People thought the tweet was a hacker at work, or perhaps some kind of combined marketing strategy between the two burger chains.
Naturally, this led to confusion.
@BurgerKing https://t.co/dUBHRne2wb— Harrison Richards (@Harrison Richards)1543933062.0
@BurgerKing We know u ain’t getting ice cream because the machine is always broken!🤷🏾♂️— Sheed✊🏾 (@Sheed✊🏾)1543932436.0
@BurgerKing https://t.co/r5IGUKhquC— Fortnite: Battle Royale Leaks ❄️ (@Fortnite: Battle Royale Leaks ❄️)1543932227.0
@BurgerKing https://t.co/BncTIXulWc— The Sean (@The Sean)1543931792.0
@BurgerKing https://t.co/5sEIXyTe6g— Ben Walker (@Ben Walker)1543931854.0
Then Burger King revealed their ulterior motives.
introducing the #WhopperDetour. order a Whopper for a penny only “at” McDonald’s with the BK app. yes, you read tha… https://t.co/FCOCq3MKtH— Burger King (@Burger King)1543935600.0
The new marketing campaign is called the Whopper Detour. The Burger King app lets customers drive near a McDonald's, order a Whopper for just a penny, then drive to Burger King to pick it up.
Burger King fans were relieved — and impressed.
@BurgerKing #epicredirect https://t.co/fbW2epBeAK— Zuko-chan Fiction (@Zuko-chan Fiction)1543941430.0
@BurgerKing https://t.co/QnsRywkn24— K.Booth (@K.Booth)1543945020.0
@BurgerKing Marketing genius.— Sherry Bray (@Sherry Bray)1543941958.0
@BurgerKing Holy shit, this is legendary— aQuGaming (@aQuGaming)1543948083.0
@BurgerKing If you do it make sure you’re heading there right away or you’ll lose it https://t.co/1gx7ytdSDc— Zac (@Zac)1543945425.0
Others took the time to send a little snark right back.
@BurgerKing When there are riots going on outside, but at least I got my Whopper for 1 cent. https://t.co/Jln7w8jh6m— Rushi (@Rushi)1543972331.0
@BurgerKing What if I'm not allowed within 600 feet of a McDonalds?— Jon Price (@Jon Price)1543935787.0
@BurgerKing https://t.co/jWH4h6lJcN— Harrison Richards (@Harrison Richards)1543937518.0
@BurgerKing https://t.co/tgFwFtuZ2S— KateyKelley (@KateyKelley)1543946624.0
@BurgerKing McDonald’s rn https://t.co/Vsw2Ps1ZUE— Ari 🏳️🌈🎅🏽🍞 ♡ (@Ari 🏳️🌈🎅🏽🍞 ♡)1543960581.0
The promotion requires customers to be within 600 feet of a McDonald's before placing their order via the app. Then it unlocks the $0.01 Whopper for online ordering and pick up at a Burger King. The app also guides customers to both locations.
Like many marketing campaigns today, this one focuses on getting users to install an app, tapping into customers' desire to be subversive without resorting to something crass.
McDonald's has not responded to the new ads as of this writing, but Burger King is ready to speak for their competition.
morning everyone. if you happen to be going to McDonald's today, drive safe— Burger King (@Burger King)1544022314.0
much needed update https://t.co/H5v092C9RE— Burger King (@Burger King)1544059947.0
The Whopper Detour promotion lasts until December 12!