Burger King's Whopper Detour mobile app has been highly successful, with over 5.5 million downloads. The app allows up to 16 mobile order and pay (MO&P) transactions per restaurant per day. It was ranked as the #1 app in both the overall free apps category and the food and drink category in the app stores. Push notifications through the app's customer relationship management (CRM) platform led to spikes in Whopper redemption, showing how targeted messaging can influence customer purchases and drive business results. The company advocates that creative marketing stunts can boost long-term brand value when supported by platforms that enable ongoing innovation, and that strong product quality is essential to cultivating brand love.

1. Amplify | October 2019

2. we are a burger company

3. creativity + data = brand love

14. 14
Whopper Detour App Results
Total Mobile App Downloads (mm) #1 Mobile App Ranking
MO&P Per Restaurant/day
The Mobile App has over 5.5mm downloads, has expanded to 16 MO&P transactions per
restaurant per day, and was ranked #1 in the App Store.
Aug Sept Oct Nov Dec MTD
14.6
2.3
1.2
0.40.1
Aug Sept Oct Nov Dec MTD
5.4
4
3.1
1.9
1
+450%
+1600%
Source: Amplitude
#1 App - All Free Apps from
12/5-12/7
#1 App – Food & Drink from
12/04 – 12/13
Up to 12/13/18
12/13/18
12/13/18

15. 15
Whopper Detour CRM Support
Whopper Detour Launch Push - 2.7mm
users
Whopper Detour Reminder Push – 800K
users
Message sent at 1:30 and peak redemptions occur at
1:40
Message sent at 3:30 and one of the highest redemptions occur at 3:50
Push notifications had a noticeable impact on the number of Whopper Detour
redemptions and drove some social conversation.
Source: Amplitude

17. stunts can drive long term value

18. build platforms that supports creativity

22. no brand love without product product love

23. access to data is more important than the data

24. we are a burger company

25. thank you