Burger King takes a look at the idea of gridlock Whopper delivery via motorcycle through a concept it calls “the Traffic Jam Whopper.”
Created by agency We Believers, the campaign uses a blend of high-tech features and old-school opportunism to deliver Whoppers in highly congested parts of Mexico City. In the case study below, the brand reports a 63% increase in delivery orders in the first week of the test, along a 44 times higher number of Burger King app downloads.
The promotion was communicated both through digital outdoor ads and mobile ads such as on traffic app Waze, with ordering available via voice commands on the Burger King app. Dynamic roadside ads would let drivers know how long they could expect to be stuck in traffic, and they even showed customized messages letting some customers know when to expect their deliveries.
Instead of being fixed in one high-congestion spot, the effort shifted to wherever Burger King’s real-time data showed traffic to be at its worst, with deliveries coming from restaurant locations within 3 kilometers of the driver.