Burger King Brazil Hijacks Consumers' Google Maps Searches for Rival Brands

'If you're not the most searched brand on Google, aim to be the most purchased'

In Brazil, Burger King recently leveraged Google maps, strategically placing its coupons near consumer searches for competing brands.

AlmapBBDO developed the campaign. The agency posted photos targeting more than 1,000 competitors’ restaurants across 24 Brazilian states. For example: If you searched for McDonald’s, you would find BK-branded coupons embedded nearby. This organic initiative leveraged Local Guides, a feature that’s free for users.

“The idea is quite simple: If you’re not the most searched brand on Google, aim to be the most purchased one,” says Igor Puga, VP of marketing at Zamp, which manages the BK brand in Brazil.

CREDITS
Agency: AlmapBBDO 
President and CEO: Filipe Bartholomeu
Campaign: Hacker King 
Client: Burger King 
Product: Burger King 
CCO: Pernil 
Executive Creative Directors: Fernando Duarte and Henrique Del Lama 
Creative Director: Thiago Bocatto 
Creatives: Camilla Lopes and Claudia de Sa 
CSO: João Gabriel Fernandes 
Planning: Giovanni Pavan 
Client Services: Renata Aline Carvalho, Barbara Rodrigues, Vanessa Bortolosso, and Shedia Marzouk 
COO: Fernanda Tedde 
AV Production: Diego Villas Boas, Victor Alloza, and Eriana Simões. 
CDMO: Rafaela Melo De Oliveira Alves 
Media: Francisco Custódio, Lucas Gilardino, Yara Siqueira, and Ana Felix 
Head of Creative Technology: Lilian Cavallini 
Head of Projects: Luan Henriques 
SEO: Mayk Souza 
Cultural Insights: Eduardo Selbach Nasi, João Calasans, Manuela Bueno, Suzana Takua, Ana Clara Barboza, and Erick Santos 
Content: Agência Jotacom 
Client Approval: Igor Puga, Giulia Galizia Queiroz, Pedro Henrique Laguardia, Juliana Monteiro, and Deborah Patrocinio