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Library/Campaign/Burger King Whopper Detour
Grade B32 sourcesHIS-00070

Burger King Whopper Detour

Campaign · 2018 · Notable

Made by FCB New York · Source

48Editable slideCertificate

Burger King reported over 1.5 million app downloads from its penny Whopper detour.

Whopper Detour print creative changed a restaurant sign to Billions Swerved.
Burger King / FCB New York
Wrapped Whopper with the Whopper Detour logo and a penny price badge.
Burger King / Fernando Machado
'Whopper Detour,' Burger King's Masterpiece of Trolling, Wins Direct Grand Prix at Cannes
Adweek
Burger King | The Whopper Detour
The One Club for Creativity, FCB campaign entry
Cannes Lions 2019: Behind the Whopper Detour – A How-To on Trolling Your Chief Rival and Establishing Your Throne On A Mountain of Lions - adobo Magazine Online
adobo Magazine

Spread Score

How it works
Reach62Contagion35Breadth60Velocity65Longevity748

Numbers

CMO-reported campaign impressions by May 17; competing estimate
3.5B
As of May 17, 2019 · Self-reported · Fernando Machado, Burger King CMO, on LinkedIn
Peak date
Week of Dec 7, 2018
Dec 4 ’18 to Week of Dec 7, 2018
Platforms
7
Started on X
Origin
Stunt
Food & beverage

Mechanics

  • PairingPrimary
  • Mystery & lore
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Burger King launched a penny Whopper offer near McDonald’s with paid outdoor, print and digital support. Customers discussed glitches on social media, and CNN interviewed its CMO. Burger King reported over 1.5 million app downloads and half a million redemptions.

Dates use the stated precision; chart positions are date anchors.

Google searchesNov ’18Jan ’19MarMayJulSepNovApr ’20AugPeakXPressTVApp storesFacebookRetailOpen web
XPressTVApp storesFacebookRetailOpen web

13 more events on this chart

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Timeline (16)

  1. December 2018

    @BurgerKing precursor · Dec 4 ’18

    Burger King tweeted that it was going to McDonald’s an hour before the campaign went live.[1]

    Open the first post ↗

  2. @BurgerKing seed · Dec 4 ’18

    Burger King launched a penny Whopper offer unlocked near McDonald’s through its app.[2][3][1][13][21]

  3. Marketing Dive press · Dec 5 ’18

    Marketing Dive covered the geofenced Whopper offer.[3]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 2 numbers
  2. 2026-10-15Fact-check passed (42 claims)
  3. 2026-10-13Added 11 sources · Archived 11 sources · Added 3 evidence checks · Score 42 → 48
  4. 2026-10-12Added: 16 events, 21 sources · Score 50
Origin
Stunt
Sector
Food & beverage
Region
US
CMO-reported campaign impressions by May 17; competing estimate
3.5B
As of May 17, 2019 · Self-reported · Fernando Machado, Burger King CMO, on LinkedIn
Evidence
Grade B

Spread the same way

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Instagram · 2026

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Grand Theft Auto VI Trailer 1

YouTube · 2023

62
Grand Theft Auto VI Trailer 1

268M views

The McWhopper Proposal

X · 2015

57
.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC

9.3B impressions

Budweiser: Lost Dog

YouTube · 2015

44
A Budweiser commercial about a lost puppy and the Clydesdales that came to its aid.

Peaked at #1

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How the next thing spread, the week it does.

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· Source
Google searchesNov ’18Jan ’19MarMayJulSepNovApr ’20AugPeakXPressTVApp storesFacebookRetailOpen web
XPressTVApp storesFacebookRetailOpen web

13 more events on this chart

Join free to see them

  1. December 2018

    @BurgerKing precursor · Dec 4 ’18

    Burger King tweeted that it was going to McDonald’s an hour before the campaign went live.[1]

    Open the first post ↗

  2. @BurgerKing seed · Dec 4 ’18

    Burger King launched a penny Whopper offer unlocked near McDonald’s through its app.[2][3][1][13][21]

  3. Marketing Dive press · Dec 5 ’18

    Marketing Dive covered the geofenced Whopper offer.[3]

  1. platform jump · Dec 5 ’18

  2. commercial · Dec 5 ’18

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Why it worked

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