The "Whopper for a penny" promotion relies on customers' phones proving they are near a McDonald's so they can order a cheap Burger King burger online.
Once the Whopper order is placed, the customer will be "detoured" away from McDonald's, as the app navigates them to the nearest Burger King restaurant, according to a press release.
Burger King says the app uses the Global Positioning System technology "geofencing" to determine if you are within range of a McDonald's.
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It's the latest effort from Burger King to try and get customers to download and use the mobile app; last month, the chain unveiled Dogppers, which obviously are Whoppers for your dog, available only with delivery orders. The WHOPPER ® Detour promotion can be redeemed one time only, from December 4th until December 12th, at participating BURGER KING ® restaurants nationwide.
The creative team is driving awareness of the promotion in part through a video (below) that captured confused McDonald's employees interacting with consumers asking for the one-cent Whopper deal.
Someone else said: "Went to McDonald's the app kept telling me the Whopper was locked, ate McDonald's unfortunately".
In a later tweet, the company joked: "morning everyone. if you happen to be going to McDonald's today, drive safe".