The Whopper Reply Targeted Mcdonald's Social Media Pages
Ellen Smith — September 29, 2020 — Marketing
References: burgerking.dk & adweek
The Whopper Reply is the latest social media marketing stunt from Burger King, in which it targets one of its biggest rivals, McDonald's.
The Burger King vs. McDonald's rivalry dates back years and features countless playful marketing stunts and rebuttals. For its latest, Burger King took to McDonald's social media pages to answer comments McDonald's didn't respond to. In the comments, Burger King customer service representatives humorously responded to McDonald's consumers, offering a link to a coupon in addition to a quick quip. Burger King scrolled back years to get to as many comments as it could, eventually answering 1,000.
According to the brand, Burger King was simply trying to "lend a helping hand" because its “closest competitor was not quite on point when it comes to online customer service.”
Image Credit: Burger King Denmark
The Burger King vs. McDonald's rivalry dates back years and features countless playful marketing stunts and rebuttals. For its latest, Burger King took to McDonald's social media pages to answer comments McDonald's didn't respond to. In the comments, Burger King customer service representatives humorously responded to McDonald's consumers, offering a link to a coupon in addition to a quick quip. Burger King scrolled back years to get to as many comments as it could, eventually answering 1,000.
According to the brand, Burger King was simply trying to "lend a helping hand" because its “closest competitor was not quite on point when it comes to online customer service.”
Image Credit: Burger King Denmark
Trend Themes
1. Social Media Marketing Stunts - The Whopper Reply campaign demonstrates the trend of brands using social media to engage with rivals and create buzz.
2. Playful Marketing Rivalry - The Burger King vs. McDonald's rivalry showcases the trend of brands engaging in playful marketing stunts and rebuttals to attract attention and gain consumer loyalty.
3. Improved Online Customer Service - Burger King's social media takeover highlights the trend of brands leveraging social media to interact with customers and provide quick, humorous responses in an effort to improve online customer service.
Industry Implications
1. Fast Food - The fast food industry can leverage social media marketing stunts like the Whopper Reply to create a competitive edge and increase brand awareness.
2. Marketing and Advertising - In the marketing and advertising industry, there are opportunities for agencies to help brands develop playful marketing rivalries and execute innovative social media campaigns.
3. Customer Service - The customer service industry can benefit from the trend of brands providing online customer service through social media by incorporating humor and quick responses to enhance customer experience.
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