{"id":190252,"date":"2018-12-10T07:42:16","date_gmt":"2018-12-10T15:42:16","guid":{"rendered":"https:\/\/www.esri.com\/about\/newsroom\/?post_type=wherenext&p=190252"},"modified":"2021-11-19T13:46:12","modified_gmt":"2021-11-19T21:46:12","slug":"burger-king-marketing-campaign","status":"publish","type":"wherenext","link":"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/burger-king-marketing-campaign","title":{"rendered":"Burgers for a Penny, and the Power of Location Intelligence"},"author":501,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"sync_status":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","castos_file_data":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","_links_to":"","_links_to_target":""},"categories":[1001,791],"tags":[281,205782,284632],"department":[476812],"wherenext-category":[],"industry":[],"class_list":["post-190252","wherenext","type-wherenext","status-publish","format-standard","hentry","category-commercial","category-digital-transformation","tag-location-intelligence","tag-mobile-apps","tag-restaurants","department-business-growth"],"acf":{"short_description":"Burger King heats up the burger wars with a marketing campaign aimed at its chief rival, and executives everywhere take note.","pdf":{"host_remotely":false,"file":"","file_url":""},"flexible_content":[{"acf_fc_layout":"content","content":"If you thought the burger wars had cooled off, take note. Through a combination of marketing moxie, mobile innovation, and location intelligence, one international brand has fired them up again.\r\n\r\nThe flare-up comes courtesy of Burger King, which recently launched a bold effort to poach customers from rival McDonald\u2019s. Like all memorable marketing campaigns, this one is both simple and fiendishly inventive.\r\n\r\nAs reported by QSR<\/em> magazine<\/a> and other outlets, the gambit works like this: Anyone with the Burger King mobile app and location services enabled on a smartphone can order a Whopper for just a penny\u2014as long as they do so within 600 feet of a McDonald\u2019s location. The BK app then directs the customer toward the nearest Burger King to claim the meal.\r\n\r\nThe initiative ends December 12, but its impact is likely to be felt well beyond.\r\n\r\nA Digital Fence and a Dream <\/strong>\r\n\r\nThe practice of geofencing is integral to the Burger King effort. The geofence relies on several components, including an IoT device in the form of a smartphone, real-time IoT communications, and basic location intelligence<\/a>. When the app senses that a customer\u2019s phone has crossed the digital \u201cfence\u201d around a McDonald\u2019s location, it unlocks the $.01 deal.\r\n\r\nGeofencing is a form of location intelligence typically managed in a modern geographic information system (GIS). Companies inside and outside the retail industry have used the technique for customer connections, compliance, and even worker safety.\r\n\r\nFor instance, some logistics providers set up geofences to ensure that drivers stay within designated delivery routes. Oil and gas companies enlist GIS-powered geofences to deliver alerts to workers who are near hazardous areas. And organizations in many industries create geofences that trigger deals for shoppers, notifications for upcoming concerts, and information about historical landmarks.\r\n\r\nPerhaps the most cunning use of location intelligence in the Whopper scenario isn\u2019t the ability to sense where customers are, but the functionality that gets them where they need to be in time to retrieve their orders.\r\n\r\nA Marketing Campaign Underscores Changing Customer Preferences <\/strong>\r\n\r\nThe BK marketing campaign may be short on subtlety, but there\u2019s one aspect of it that may not be so obvious: Burger King is using location intelligence to answer an emerging customer demand that crosses industries.\r\n\r\nThe Whopper deal, it turns out, is a way to promote the new order-ahead capabilities in the company\u2019s mobile app. Customers can now place orders through a mobile device and skip the line when they reach the restaurant. Delivering similar capabilities is front of mind for retailers, restaurant executives, and nearly all B2C companies. They\u2019re answering it in interesting ways, with the help of location intelligence.\r\n\r\nLogistics companies, for instance, are using GIS-fueled apps to deliver packages to almost any destination, subject only to the customer\u2019s whim. Some will even deposit a package in a customer\u2019s car trunk with help from a temporary access system that combines GIS and blockchain technology. (For more on that innovation, see\u00a0WhereNext<\/em>\u2019s article on holiday deliveries<\/a>.)\r\n\r\nOne of the top beverage retailers in the world uses GIS in its mobile app to ensure that customers who place orders on their devices will find their orders ready\u2014at the expected temperature\u2014when they walk into the store.\r\n\r\nAs consumer preferences and expectations change, forward-leaning executives in many industries are disrupting traditional methods of customer interaction. Through a combination of marketing ingenuity and GIS-powered location intelligence, some are finding new ways to stand out from the competition.\r\n\r\n \r\n\r\n(For examples of how leading companies have harnessed location intelligence, <\/em>explore this e-book<\/em><\/a>.)<\/em>"}],"references":null},"yoast_head":"\nBurger King\u2019s $.01 Whopper Marketing Campaign \u2502 Location Intelligence<\/title>\n<meta name=\"description\" content=\"Burger King enlists creative marketing, location intelligence, and mobile innovation to serve a growing customer need for on-demand orders.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.esri.com\/about\/newsroom\/publications\/wherenext\/burger-king-marketing-campaign\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Burgers for 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