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About Case Study
Burger King has cultivated a reputation for creativity under the leadership of CMO Fernando Machado, winning 94 Cannes Lions awards over four years. Machado focuses on developing great ideas that deliver on the brand's objectives rather than targeting specific channels. While creativity is valued, ideas must link back to Burger King's business and branding strategies. One successful campaign, Whopper Detour, involved geo-fencing McDonald's locations and offering $0.01 Whoppers nearby to promote the mobile app. It drove significant app downloads and mobile orders, increasing those sales three-fold while becoming Burger King's top campaign in over four years. Machado insists the most effective campaigns meet both short and long-term metrics by
Detailed Information
| Author: | ['Mahnoor Khalid'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 2 |
| Language: | English |
| Format: | |
| Price: | FREE |
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