The Burger King vs. McDonald’s battle is far from over. Burger King is continuing its campaign against the Golden Arches—this time by playfully using McDonald’s marketing against itself to promote a new product.
Seizing an opportunity, Burger King is inviting those who have unused “MacCoins” to Burger King locations in Chicago, Illinois to exchange them for Big King XL sandwiches.
In 2018, to commemorate the 50th anniversary of the Big Mac, McDonald’s gave away MacCoins that could be used to purchase the sandwich. However, those coins expired as of December 31st, rendering any unused MacCoins useless.
While the burger chains have had a long history of competition, this year Burger King has ramped up its game. In late 2018, Burger King used geofencing to incentivize downloads of their app by offering Whopper sandwiches for a penny if users of the app were near a McDonald’s location.
In response to a misspelling from the President’s Twitter account, Burger King responded by saying “due to a large order yesterday, we’re all out of hamberders. just serving hamburgers today.” This was referencing a quickly-deleted tweet by the president earlier that day misspelling “hamburgers.”
due to a large order placed yesterday, we’re all out of hamberders.
just serving hamburgers today.
— Burger King (@BurgerKing) January 15, 2019
It appears that Burger King has quietly evolved a new brand identity—one that is irreverent and unafraid to poke at safe targets when the opportunity arises.
everything the light touches is our kingdom https://t.co/dvhKzaXENs
— Burger King (@BurgerKing) January 4, 2019