快餐行业的竞争一向比较激烈，很难有什么产品或者技术上的突破性创新去打破这种竞争格局，市场细分或者是价格区隔的空间其实也都不大。除了产品上的效仿和跟进，广告上经常“搞搞事情”也很正常。毕竟，良性的竞争可以相互借力，共同拓宽市场份额。这也是汉堡王采取营销战略大师杰克·特劳特建议其对麦当劳实施攻击策略的原因。
近期，不安分的汉堡王又将目标瞄准了麦当劳。据 2017 年数据统计，美国有超过 14000 家麦当劳和大约 7200 家汉堡王。如何利用对手的优势，将其成功转化为自己的“流量”？于是，汉堡王在美国发起了这场 #The Whopper Detour 为皇堡绕路#的营销战役。
汉堡王通过对美国 14000+ 麦当劳进行地理定位，当消费者进入距离任何一家麦当劳门店 600 英尺范围内，并下载了汉堡王的最新应用程序，就能解锁到1美分的皇堡。
如果消费者按照汉堡王 App 内提示操作并成功订单，应用程序就会把顾客导航到最近的汉堡王门店去取他们的皇堡。
为此，汉堡王不仅在 Waze 地图上购买广告植入，还为麦当劳重新设计了户外广告指示牌，将麦当劳的 "Billions Served（为无数消费者服务）"更改为 "Billions Swerved（无数人在此转弯）"。
"The Whopper Detour" 的创意由 FCB 纽约提出，战役周期从12月4号到12号只有短短9天而已，本身并没有消耗太多的成本，只是在汉堡王的 App 上进行了一些“调整”，其目的是鼓励人们下载汉堡王最新的应用程序。
据悉，自去年8月份以来，汉堡王的应用已经在全美范围内实现了移动下单和支付。现在这场营销战役汉堡王想要以一种比较“典型”的方式来推广它。
而这种“典型”的推广方式，也反映出汉堡王对竞品策略的改变——不仅仅是停留在相互较劲的层面，而是尽可能地把对方的流量和品牌声量转化为自己可以借助的力量，尽可能实现预期导流效果。
为了实现客户信息的留存，汉堡王没有采取免费的形式，而是选择1美分出售皇堡。这样可以避免部分顾客只下载应用而不注册的现象，从而更好的指导以后的营销活动。
不断的攻击对手，蹭麦当劳的热度，汉堡王早已轻车熟路。今年 "McHappy Day"（麦乐日），阿根廷汉堡王当天拒绝为消费者提供皇堡，而是建议他们去麦当劳购买巨无霸，因为当天所有巨无霸的销售款项都会捐赠给癌症预防基金会。追溯到 2015 年，汉堡王在国际和平日向麦当劳发出邀请共同打造 "McWhopper"（麦皇堡），所销售的 McWhopper 将进行慈善募捐。此举获得了公众的广泛支持，并拿下 2016 年戛纳创意节全场大奖。
Media Company: Horizon Media, New York
PR Company: ALISON BROD MARKETING + COMMUNICATIONS, New York
Agency Account Director: Sarah Tarner
Advertising Agency: FCB New York, New York
Worldwide Chief Creative Officer: Fred Levron
Chief Creative Officer: Ari Halper
Executive Creative Director: Gabriel Schmitt
Associate Creative Directors: Laszlo Szloboda / Alex Sprouse / Akos Papp
Director of Integrated Production: Adam Isidore
Agency Producer: Henna Kathiya
Project Manager: Jesse Morris
Production Company: O Positive, New York
Director: Jonathan Klein
Executive Producer: Ralph Laucella
Producer: Jason Reda
Director of Photography: Htat Lin Htut
Animation Company: Zombie, São Paulo
Animation Producers: Fabricio Takahashi / Stefanie Dias / Daniel Salles
Event/Experience Production Company: Chem Creative, Brooklyn
Executive Producers: Frank Moran / Pete Sax
Editing Facility: MackCut, New York
Editors: Gina Pagano / Margarita Mutuc / Nick Divers / Kenneth Muñoz
Sound Design Company: Honeymix, New York
Sound Designers: Mary Tomasiewicz / Conrad Sanguineti
Music Production Company: Human, New York
Music Producers: James Wells / Joshua Green
2019Cannes LionsDirect | Data-driven TargetingSilver- 2019Cannes LionsBranded Experience & Activation | Retail Promotions & CompetitionsSilver
2019Cannes LionsMedia | Use of MobileGold- 2019Cannes LionsDirect | Use of MobileGold
- 2019Cannes LionsMedia | RetailGold
- 2019Cannes LionsCreative eCommerce | Retail Promotions & In-store IntegrationSilver
- 2019Cannes LionsDirect | Challenger BrandGold
2019Cannes LionsDirect | RetailGrand Prix- 2019Cannes LionsMobile | Activation by LocationGrand Prix
2019Cannes LionsTitaniumTitanium
2019Cannes LionsBranded Experience & Activation | Use of MobileBronze- 2019Cannes LionsMobile | Excellence in Mobile Campaign & MessagingGold
2019D&AD AwardsDirect | Direct Acquisition & RetentionGraphite Pencil- 2019D&AD AwardsDigital Marketing | Integrated Digital CampaignsGraphite Pencil
2019LIAThe NEW | ExperientialGold- 2019LIANon-Traditional | RetailGold
- 2019LIANon-Traditional | ExperientialGold
- 2019LIANon-Traditional | Guerrilla MarketingGold
2019LIANon-TraditionalGrand LIA- 2019LIANon-Traditional | Direct MarketingGold
- 2019LIAAmbientGrand LIA
2019LIADigital | Innovative Use of DigitalBronze
2019LIAThe NEW | Brand ActionSilver
2019LIAPrint | RetailFinalist- 2019LIADigital | Mobile AdvertisingSilver
- 2019LIADigital | RetailGold
- 2019LIAAmbient | RetailGold
- 2019LIADigital | AppsFinalist
- 2019LIAAmbient | Direct Marketing – ConsumerGold
- 2019LIAThe NEW | Creative TechnologyBronze
2019CLIO AwardsOut of Home | OtherBronze- 2019CLIO AwardsDirect | Out of HomeBronze
2019CLIO AwardsIntegrated CampaignSilver
2019CLIO AwardsExperiential/Events | GuerrillaGold- 2019CLIO AwardsDigital/Mobile | AppsGold
2019CLIO AwardsDirect | Digital/MobileGrand- 2019CLIO AwardsNon-Traditional | RetailGold
- 2019CLIO AwardsDigital/Mobile & Social Media Technique | User ExperienceGold
- 2019CLIO AwardsDigital/Mobile | OtherGrand
- 2019CLIO AwardsPublic Relations | Special Event / StuntSilver
- 2019CLIO AwardsInnovation | Medium InnovationBronze
- 2019CLIO AwardsPublic Relations | Creative EffectivenessBronze
2019The One ShowCreative Use Of Data | Creative Use of Data | TargetingBronze Pencil
2019The One ShowPublic relations | Events & ExperientialSilver Pencil- 2019The One Show Creative Effectiveness | Creative Effectiveness | Single Country or RegionSilver Pencil
- 2019The One ShowDigital Craft | Craft - Mobile UX | UI | User ExperienceBronze Pencil
- 2019The One ShowIntegrated | Integrated Campaigns | Integrated BrandingSilver Pencil
- 2019The One ShowPublic relations | Brand VoiceBronze Pencil
- 2019The One ShowInteractive & Online | Innovation in InteractiveBronze Pencil
- 2019The One ShowDigital Craft | Craft - Mobile UX | UI | User ExperienceBronze Pencil
- 2019The One ShowDigital Craft | Craft - Mobile UX | UI | User ExperienceBronze Pencil
- 2019The One ShowDirect Marketing | Non-traditional & Guerrilla MarketingBronze Pencil
- 2019The One ShowExperiential & Immersive | Innovation in ExperientialSilver Pencil
- 2019The One ShowMobile | Utility | E-CommerceBronze Pencil
- 2019The One ShowCreative Use Of Data | Creative Use of Data | Real-TimeSilver Pencil
2019The Webby AwardsAdvertising, Media & PR | Digital CampaignsWinner
2019The Webby AwardsSocial | Experimental & InnovationPeople’s Voice Winner- 2019The Webby AwardsAdvertising, Media & PR | Best Use of Mobile MediaWinner
- 2019The Webby AwardsAdvertising, Media & PR | Brand StrategyWinner
2019AD STARSPromotion | Use of Promo & Activation | Use of Promotional Stunts / Live Advertising / Live Shows / Concerts / FestivalsGrand Prix of the Year
2019AD STARSOutdoor | Product & Service | Finance / Services / Entertainment & Leisure / Travel / Restaurants / Commercial Public Services / PetsGold
2019AD STARSDirect | Use of Direct Marketing | Use of digital in a Direct Marketing Campaign (e.g. websites, microsites, search engine marketing, viral marketing, banner ads, email marketing, digital POS, video games, mobile based campaigns, QR codes, branded content, Bluetooth, MMS, SMS, PDA, GPS, tablet, MP3, games and apps, widgets, schematic screens, digital installations)Grand Prix- 2019AD STARSPromotion | Product & Service | FoodsGold
- 2019AD STARSPR | Practices & Specialism | Events & Experiential (PR campaign that use an event or stunt)Gold
- 2019AD STARSMobile | Use of Mobile | Use of Mobile Applications / Mobile GamesGrand Prix
2019AD STARSOutdoor | Ambient (Non standard and Free-format outdoor advertising) | Special buildSilver- 2019AD STARSDirect | Product & Service | FoodsGold
- 2019AD STARSPR | Product & Service | FoodsSilver
2019AD STARSMedia | Use of Media | Use of special events and stunt/live advertisingCrystal- 2019AD STARSMedia | Product & Service | FoodsCrystal
- 2018The Webby AwardsAdvertising & Media | Best Launch Winner
FCB 博达大桥 纽约
专业评分
专业评分已截止
参与评论
参与评论
推荐评论
全部评论（15条）