Chapter 10 Video Quiz: Burger King Trolls McDonald's With Deal

Social Media and Mobile

Burger King® trolled its fast-food rival by selling its signature burger, the Whopper, for just a penny, but only if customers first downloaded the BK® app and made a detour to McDonald’s.

CBS New York, via YouTube

. Burger King demonstrated the applied power of what mobile feature when they offered a one-cent Whopper via their app to patrons inside or nearby a McDonald's?

. Burger King's "WHOPPER® Detour" enabled customers to locate and order from the Burger King nearest to them in an app tailored to their preferences. From a public relations perspective, what does this example clarify about the use of consumer data?

. According to the text on the Burger King case, mobile apps are becoming the status quo for restaurants interested in earning digital orders. The majority of digital orders already come via mobile applications and the competition and pressure for innovation are high. How does Burger King leverage strategic communication to remain competitive among mobile-order restaurants?

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