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    The Whopper Detour微电影广告营销案例

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    华勃绕道

    案例简介:为什么这项工作与媒体相关? 华勃绕道公司使用一系列综合媒体为消费者带来具有明确商业目标的品牌体验。我们需要利用这个品牌以其著名的东西,同时增加一种以前在他们的营销努力中不存在的参与和技术元素。消费者之旅是对社交推广的无缝驱动意识,为他们解释如何通过在线视频参与和兑现优惠,通过Waze和Foursquare的基于位置的广告瞄准他们,最后,还有应用体验本身。 背景 在2015中,只有11% 的快餐消费者使用移动应用程序下订单,而2018年这一比例接近40%。到2020年,移动订购有望创造380亿美元的销售额。 汉堡王意识到需要充分利用这一点,并在游戏中与其他类别相比迟到,因此彻底改变了其应用程序以提供提前订购功能。 作为派对的最后一个,汉堡王不得不做一些激进的事情来吸引注意力,吸引消费者,并给他们一个下载BK应用的理由。 描述创意/见解 (30% 的选票) 麦当劳在美国的数量超过BK餐厅2比1,因此,本着汉堡王挑战者心态的精神,我们不只是做了一个宣传。我们也不是简单地巨魔麦当劳。我们把最大的竞争对手的优势变成了我们自己的优势,把他们的餐厅变成了我们活动的接触点,邀请消费者通过新的BK应用程序订购只能在 “麦当劳” 订购的1美分华勃。 为此,我们对全国14,000家麦当劳商店进行了地理围栏。如果用户在600以内。麦当劳,BK应用程序解锁促销,一旦下订单,应用程序就会将他们导航到最近的BK进行提货。这是一个必须完美执行的思维扭曲,以保持用户体验无缝,这样消费者就可以加入到乐趣中来。 描述策略 (20% 的选票) 千禧一代和Z一代是在科技背景下长大的,所以在手机上获得房地产是汉堡王长期战略的关键。我们知道他们不看线性电视,对营销持怀疑态度。他们不像父母那样经常去BK餐馆,也不认为BK特别 “酷”。"他们寻求真实和真实的体验和品牌 -- 这是QSR行业作为一个整体正在努力的。作为促销活动的一部分,我们必须引入我们的目标 -- 利用控制和游戏化救赎体验的社会性质,通过同时挖掘汉堡文化和秘密菜单等的颠覆性。 描述执行情况 (20% 的选票) 华勃绕道是汉堡王运行的为期9天的移动应用推广 12/04/18至12/12/18。该优惠在美国全国范围内 (在阿拉斯加和夏威夷无效),在参与的BK餐厅提供,并在14,000多家地理围栏麦当劳餐厅解锁。 我们主要利用社交媒体 (脸书、推特、YouTube、Instagram); 通过Foursquare和Waze定向数字显示; 以及具有高影响力的传统布局,包括游击OOH和纽约邮报的整页印刷广告。 列出结果 (30% 的选票) 在为期9天的促销活动中,华勃绕道获得了35亿的印象,推特对该品牌的提及增加了818%,赢得了4000万美元的媒体。该应用被下载了150万次,连续几天在iOS和Google Play应用商店中排名第一,击败了Facebook、亚马逊、YouTube和Instagram。公关的成功转化为商业成果: 汉堡王在超过4年的时间里看到了最高的客流量,在促销期间移动销售增加了两倍,并且产生的结果比BK的历史数字促销记录大40倍。华勃绕道将在未来几年带来红利,将移动客户群增长33%,给BK带来无价的新数据,并导致明年预计销售额增加1500万美元。华勃绕道也导致自促销以来应用销售翻了一番,投资回报率为37:1。

    华勃绕道

    案例简介:Why is this work relevant for Media? The Whopper Detour used an array of integrated media to take consumers on a brand experience with clear business goals. We needed to tap into the very things the brand is famous for, while adding an element of engagement and technology that didn’t previously exist in their marketing efforts. The consumer journey was seamless — driving awareness of the promotion on social, to breaking it down for them on how to participate and redeem the offer with online video, targeting them through location-based ads via Waze and Foursquare and finally, there was the app experience itself. Background In 2015, only 11% of fast-food consumers placed an order using a mobile app, compared to nearly 40% in 2018. And by 2020, mobile ordering is poised to generate $38 billion in sales. Realizing the need to fully capitalize on this, and being late to the game vs. the rest of the category, Burger King overhauled its app to offer order-ahead functionality. Being last to the party, Burger King had to do something radical to garner attention, engage consumers, and give them a reason to download the BK App. Describe the creative idea/insights (30% of vote) McDonald’s outnumbers BK restaurants 2-to-1 in the U.S. So, in the spirit of Burger King’s challenger mentality, we didn’t just do a promo. Nor did we simply troll McDonald’s. We turned our biggest competitor’s advantage into our own, by turning their restaurants into touchpoints of our campaign, inviting consumers to order a 1-cent Whopper that could be ordered only “at” McDonald’s through the new BK App. To do this, we geofenced 14,000 McDonald’s stores nationwide. If a user was within 600 ft. of a McDonald’s, the BK App unlocked the promotion, and once the order was placed, the app then navigated them to the nearest BK for pickup. It was a mind twist that had to be perfectly executed to keep the user experience seamless so that consumers could join in on the fun. Describe the strategy (20% of vote) Millennials and Gen Z grew up with tech, so getting real estate on their phones is key for Burger King’s long-term strategy. We know they don’t watch linear TV and are skeptical of marketing. They don’t visit BK restaurants as often as their parents, nor do they think BK is particularly “cool.” They seek experiences and brands that are real and authentic –– something the QSR industry is battling as a whole. It was imperative for us to bring our target in as part of the promo activation –– tapping into the social nature of trolling and gamifying the redemption experience, by simultaneously tapping into burger culture and the subversive nature of secret menus and the like. Describe the execution (20% of vote) The Whopper Detour was a 9-day mobile app promotion by Burger King, running 12/04/18 to 12/12/18. The offer was available nationwide in the U.S. (not valid in Alaska and Hawaii) at participating BK restaurants and it unlocked at over 14,000 geofenced McDonald’s restaurants. We primarily leveraged social media (Facebook, Twitter, YouTube, Instagram); targeted digital display through Foursquare and Waze; and high-impact traditional placements with guerrilla OOH and a New York Post full-page print ad. List the results (30% of vote) During the 9-day promotion, Whopper Detour garnered 3.5 billion impressions, an 818% increase in Twitter mentions for the brand, and $40 million in earned media. The app was downloaded 1.5 million times and ranked #1 on both iOS and Google Play app stores for several days, beating out the likes of Facebook, Amazon, YouTube, and Instagram. The PR success translated into business results: Burger King saw the highest foot traffic in over 4 years, tripling mobile sales during the promo, and generating results 40x bigger than BK’s historical digital promo record. The Whopper Detour will pay dividends for years to come, growing the mobile customer base by 33%, giving BK invaluable new data, and leading to an increase of $15 million in projected sales for the next year. The Whopper Detour has also led to double the app sales ever since the promotion, with an ROI of 37:1.

    The Whopper Detour

    案例简介:为什么这项工作与媒体相关? 华勃绕道公司使用一系列综合媒体为消费者带来具有明确商业目标的品牌体验。我们需要利用这个品牌以其著名的东西,同时增加一种以前在他们的营销努力中不存在的参与和技术元素。消费者之旅是对社交推广的无缝驱动意识,为他们解释如何通过在线视频参与和兑现优惠,通过Waze和Foursquare的基于位置的广告瞄准他们,最后,还有应用体验本身。 背景 在2015中,只有11% 的快餐消费者使用移动应用程序下订单,而2018年这一比例接近40%。到2020年,移动订购有望创造380亿美元的销售额。 汉堡王意识到需要充分利用这一点,并在游戏中与其他类别相比迟到,因此彻底改变了其应用程序以提供提前订购功能。 作为派对的最后一个,汉堡王不得不做一些激进的事情来吸引注意力,吸引消费者,并给他们一个下载BK应用的理由。 描述创意/见解 (30% 的选票) 麦当劳在美国的数量超过BK餐厅2比1,因此,本着汉堡王挑战者心态的精神,我们不只是做了一个宣传。我们也不是简单地巨魔麦当劳。我们把最大的竞争对手的优势变成了我们自己的优势,把他们的餐厅变成了我们活动的接触点,邀请消费者通过新的BK应用程序订购只能在 “麦当劳” 订购的1美分华勃。 为此,我们对全国14,000家麦当劳商店进行了地理围栏。如果用户在600以内。麦当劳,BK应用程序解锁促销,一旦下订单,应用程序就会将他们导航到最近的BK进行提货。这是一个必须完美执行的思维扭曲,以保持用户体验无缝,这样消费者就可以加入到乐趣中来。 描述策略 (20% 的选票) 千禧一代和Z一代是在科技背景下长大的,所以在手机上获得房地产是汉堡王长期战略的关键。我们知道他们不看线性电视,对营销持怀疑态度。他们不像父母那样经常去BK餐馆,也不认为BK特别 “酷”。"他们寻求真实和真实的体验和品牌 -- 这是QSR行业作为一个整体正在努力的。作为促销活动的一部分,我们必须引入我们的目标 -- 利用控制和游戏化救赎体验的社会性质,通过同时挖掘汉堡文化和秘密菜单等的颠覆性。 描述执行情况 (20% 的选票) 华勃绕道是汉堡王运行的为期9天的移动应用推广 12/04/18至12/12/18。该优惠在美国全国范围内 (在阿拉斯加和夏威夷无效),在参与的BK餐厅提供,并在14,000多家地理围栏麦当劳餐厅解锁。 我们主要利用社交媒体 (脸书、推特、YouTube、Instagram); 通过Foursquare和Waze定向数字显示; 以及具有高影响力的传统布局,包括游击OOH和纽约邮报的整页印刷广告。 列出结果 (30% 的选票) 在为期9天的促销活动中,华勃绕道获得了35亿的印象,推特对该品牌的提及增加了818%,赢得了4000万美元的媒体。该应用被下载了150万次,连续几天在iOS和Google Play应用商店中排名第一,击败了Facebook、亚马逊、YouTube和Instagram。公关的成功转化为商业成果: 汉堡王在超过4年的时间里看到了最高的客流量,在促销期间移动销售增加了两倍,并且产生的结果比BK的历史数字促销记录大40倍。华勃绕道将在未来几年带来红利,将移动客户群增长33%,给BK带来无价的新数据,并导致明年预计销售额增加1500万美元。华勃绕道也导致自促销以来应用销售翻了一番,投资回报率为37:1。

    The Whopper Detour

    案例简介:Why is this work relevant for Media? The Whopper Detour used an array of integrated media to take consumers on a brand experience with clear business goals. We needed to tap into the very things the brand is famous for, while adding an element of engagement and technology that didn’t previously exist in their marketing efforts. The consumer journey was seamless — driving awareness of the promotion on social, to breaking it down for them on how to participate and redeem the offer with online video, targeting them through location-based ads via Waze and Foursquare and finally, there was the app experience itself. Background In 2015, only 11% of fast-food consumers placed an order using a mobile app, compared to nearly 40% in 2018. And by 2020, mobile ordering is poised to generate $38 billion in sales. Realizing the need to fully capitalize on this, and being late to the game vs. the rest of the category, Burger King overhauled its app to offer order-ahead functionality. Being last to the party, Burger King had to do something radical to garner attention, engage consumers, and give them a reason to download the BK App. Describe the creative idea/insights (30% of vote) McDonald’s outnumbers BK restaurants 2-to-1 in the U.S. So, in the spirit of Burger King’s challenger mentality, we didn’t just do a promo. Nor did we simply troll McDonald’s. We turned our biggest competitor’s advantage into our own, by turning their restaurants into touchpoints of our campaign, inviting consumers to order a 1-cent Whopper that could be ordered only “at” McDonald’s through the new BK App. To do this, we geofenced 14,000 McDonald’s stores nationwide. If a user was within 600 ft. of a McDonald’s, the BK App unlocked the promotion, and once the order was placed, the app then navigated them to the nearest BK for pickup. It was a mind twist that had to be perfectly executed to keep the user experience seamless so that consumers could join in on the fun. Describe the strategy (20% of vote) Millennials and Gen Z grew up with tech, so getting real estate on their phones is key for Burger King’s long-term strategy. We know they don’t watch linear TV and are skeptical of marketing. They don’t visit BK restaurants as often as their parents, nor do they think BK is particularly “cool.” They seek experiences and brands that are real and authentic –– something the QSR industry is battling as a whole. It was imperative for us to bring our target in as part of the promo activation –– tapping into the social nature of trolling and gamifying the redemption experience, by simultaneously tapping into burger culture and the subversive nature of secret menus and the like. Describe the execution (20% of vote) The Whopper Detour was a 9-day mobile app promotion by Burger King, running 12/04/18 to 12/12/18. The offer was available nationwide in the U.S. (not valid in Alaska and Hawaii) at participating BK restaurants and it unlocked at over 14,000 geofenced McDonald’s restaurants. We primarily leveraged social media (Facebook, Twitter, YouTube, Instagram); targeted digital display through Foursquare and Waze; and high-impact traditional placements with guerrilla OOH and a New York Post full-page print ad. List the results (30% of vote) During the 9-day promotion, Whopper Detour garnered 3.5 billion impressions, an 818% increase in Twitter mentions for the brand, and $40 million in earned media. The app was downloaded 1.5 million times and ranked #1 on both iOS and Google Play app stores for several days, beating out the likes of Facebook, Amazon, YouTube, and Instagram. The PR success translated into business results: Burger King saw the highest foot traffic in over 4 years, tripling mobile sales during the promo, and generating results 40x bigger than BK’s historical digital promo record. The Whopper Detour will pay dividends for years to come, growing the mobile customer base by 33%, giving BK invaluable new data, and leading to an increase of $15 million in projected sales for the next year. The Whopper Detour has also led to double the app sales ever since the promotion, with an ROI of 37:1.

    华勃绕道

    暂无简介

    The Whopper Detour

    暂无简介

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