Braze Buzz

Burger King's brilliant mix of creativity, technology, and just the right amount of trolling in their #WhopperDetour campaign earns them the Titanium Lion at the Cannes Lions Festival 2019.

The 2019 Cannes Lions Festival is well underway. The tech companies are yachting, the rosé is flowing, and the celebs are mingling. But let’s not forget the true purpose of the Cannes Lions Festival: Honoring the creative and innovative work put forth by global brands and their agency and tech partners. The Cannes Lions cover a range of categories and topics, but as the week drew closer to its end, the excitement only ramped up with the most prestigious awards on the horizon. Among them, the Titanium Lions.

We are thrilled to announce that Braze customer Burger King has been awarded the Titanium Lion for its #WhopperDetour campaign. In this campaign, dubbed a masterpiece of trolling by Adweek, Burger King gave out one-cent Whoppers, but only if customers opened their app within 600 feet of a McDonald's. The Whopper Detour boosted the Burger King app to #1 on both Google Play and App Store, tripled mobile sales, and resulted in ROI of 37-to-1 for Burger King. To make it possible, Burger King geofenced 14,000 McDonald's and carried out a cross-channel campaign using Braze and Braze Alloys technical partners Branch, mParticle, and Radar. (For more details, check out Burger King’s Global CMO Fernando Machado’s piece in Adweek.) This campaign also received several other recognitions including Grand Prix awards in both Direct and Mobile categories. Burger King was also awarded Creative Brand of the Year, the first award of its kind.

Check out the campaign here:

This campaign is a prime example of how the right technology can bring human creativity to new heights. We are so proud to have been just one part of this groundbreaking work. Congratulations to all those involved, and especially to the teams at Burger King and FCB New York.

Kelsey Cottingham

Kelsey is a writer and editor based in New York. When she's not writing about the latest and greatest in mobile marketing for Braze (formerly Appboy), you can find her on the hunt for some proper gumbo in NYC.