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FOOTFALL FOLLOW-UP: Did Burger King’s Super Bowl Ad Actually Work?

Super Bowl LIII has come and gone, but the ad campaigns launched during the game will live on…for a few months, at least. Our analysis of Super Bowl LII commercials showed that Wendy’s, last year’s biggest QSR advertiser, saw a significant uptick in visits on the day of the Big Game, and we predicted that Burger King, which heavily teased the spot it would run during this year’s game, might see similar success.

The ad ultimately aired to some confusion – there was no dialogue or call to action, just 45 seconds of Andy Warhol eating a burger. Reactions were mixed and the commercial ended up last on the USA Today ad meter, but that’s not always a litmus test for successful marketing. What is? Sales. While Burger King has stated that its objective for the #EatLikeAndy campaign was not to drive short-term sales, we couldn’t help but wonder…did the spot drive enough interest to get people in the door at BK locations?

Foot traffic to Burger King was up 6.1%

Location data shows it did. We found that foot traffic to Burger King restaurants in the week following the Super Bowl was up 6.1 percent from the week prior. Compare that to the same time period in 2018, when foot traffic dropped 5.8 percent week over week.

Burger King reported success across a number of other metrics as well, including a 9.3 percent increase in “positive buzz” among the general population. The teaser campaign broke home delivery sales records for the company, with BK experiencing an uplift of  ~38 percent in home delivery sales versus the 30 days prior to campaign launch.

Location data unlocks a wealth of knowledge and insight, for QSR brands and beyond. To find out how Factual can help you connect online exposure to offline visitation to measure the impact of your campaign, contact us here.