How Burger King Launched the Mobile Ad Campaign of the Year

If there is one thing I'm a fan of when it comes to marketing, it's a challenger brand strategy.

Though it's hard to consider Burger King a "challenger" considering their own dominance, it turns out they have about half as many locations across the US as McDonald's. In this clever campaign they use this fact to their advantage and combine technology with creativity in a beautiful way to promote their "Secret Whopper" offer for 1 cent when you order within the geofenced area of a McDonald's location.

Even if you're not working with the kind of budget they were, there are plenty of things to learn from this campaign, including how to integrate messages across channels, how to actually get your lawyers to work for you instead of killing ideas early and perhaps most importantly ... how to win by using your competitors advantage against them. Great strategy and even better execution.