case study

Just Cake and Piave been fighting the "Cola Wars for decades the battle between McDonald's and Tiger King in the food industry lubowne of the greatest business values in American history. Both started selling hamburgers in the mid-1950, but McDonalds since become the made in the United States well as around the world. Each chain bas satur products. McDonald's has the Big Mouth while the king out with the need Whopper. The Big Mac and Whopper are the two bestelling burpers of time with who wiling hund of millions each at McDonald's has doned the burster woment at the fast food food marketinching the United States, where the golden arches Save the double stoffer King One of the major advantages MeDonald's has over Be King as well as other competitors such Wody tatoes and Socie- is the sheer moet McDonald has more than 14000 restaurants in United States while yer King has 7200. Becaking a compelen, an important part of it strategy has been to challenge Mclonald's products by introducing such as King Sandwiches well as promoting is popular Whopper with her in the conte "Have it your way theme. However, Burger King Jriodically comes up with cleve promotions to challenge McDonald do with Whopper instead of having a Big Mac or Quarter oder til nomy tout fast food loyalists to change their behavior because vale price promotions ind special deals are easy to match and ally do not result in a stainable competitive advantage. However, in late 2018. The Kingwed one of the most is well as technologically challenging over when it is the "Whopper tout to entice con times to drive to McDonald's Whopper And yes, ordut night The strategy behind the Whopper Detour promotion was that come with Burger King smartphone app and who were either side or within o fire of MD could order a Whopper for one per cent as opposed to replace of 54 or more. The catch to the promotion was that the contend to place the order on the app which would then het them to the nearest Burger King to redeem the offer the promotion pied great deal of techwy to implementing agency, Facebook New York, had to work with a digital company to office to create a virtual geographic boundary round nearly vary McDonald's most in the country because the offer would link only within 600 foot of a McDonald's. The ency also to malo me the app would work with yoolocation, which GPS chip in a smartphone to determine is exact location, and tag all of the McDonald's locations in the United States An important part of the strategy behind the Whopper Detour promotion was the longe difference in the number of Burger King versus McDonald's tests, which meant that BK fans and to drive further to get Whopper. The big idea was to take advantages of the vast number of McDonald's locations (15 percent of the US population lives within three miles of one) and, in a way, tum the competitor's stores into Burger King. The promotion would activate on the BK app when people were close to a McDonald's and reward them with discount for passing a McDonald's and heading to a Burger King For the detour campaign to work, Burger King and Facebook has to make fast-food customer aware of the promotions as well as get those who did not have the mobile app on the smartphone to download it Prior to launching the promotion, the agency team developed a short film where actors went to actual McDonald's restaurants in the New York area and told McDonald's crew members at the drive-thru that they were to get a Whopper for a penny Hidden cameras were used to fill the interaction with the McDonald's drive the crews, whose faces were blurred, and voices altered in the film for legal reasons. The film was shows online to promote the limited time offer and was also used by the PR team to generate media attention. In addition to the valine video, a print ad was created showing them of Burger King's King character Rallon Stor Rillion Server