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Proximity Targeting: Trolling the Competition

Burger King recently took advantage of proximity targeting for a genius ad scheme designed to troll their largest competitor. The promotion “works by geofencing McDonalds locations across the country,” Burger King said in a statement. “If a guest is inside one of these geofenced areas and has the new BK App on their device, the app will unlock the WHOPPER sandwich for a penny promotion.”


While Burger King’s campaign has successfully generated a ton of publicity, it turns out they’re not the only brand using this strategy.


Volvo has also been targeting their competition with sneaky proximity campaigns. A luxury dealership in the Tri-State area served ads to their competitors’ stores as well as locations for other high-end shopping. The campaign generated a click-thru rate 2x the national average for banner campaigns! And the dealership reported a noticeable increase in foot traffic while the campaign was active.


Picture of Whole Foods store

Whole Foods may not seem like the type, but they’ve been in the proximity game since way back in 2015! In addition to serving personalized ads and special offers to nearby mobile users, they targeted competitor stores in an effort to convince buyers to travel a little further for deals at Whole Foods. Through this campaign, Whole Foods achieved a conversation rate more than 3x the national average.


Want to brainstorm a creative way to leverage proximity targeting in your next campaign? Mary Beth would love to help! Send her a quick note at marybeth@adbiblio.com to start plotting.


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