From Campaign.
Coupon apps are the junk drawer of your phone: downloaded once for a deal, then never opened. The problem was never the offer, it was the trigger. And a hungry person is already standing in a fast-food line, usually a competitor's.
A 1-cent Whopper that only unlocks when you are physically inside a McDonald's, then routes you back out to a Burger King to collect it.
The Stupid/Smart of it
Stupid: A cautious client kills it instantly: it drives traffic INTO the competitor, it reads as sabotage on a slide, and it hands McDonald's free brand presence in your own campaign.
Smart: Surprising because you are spending budget to send customers into your rival's restaurants. Inevitable because McDonald's density is the single best proxy for 'hungry person thinking about fast food' in America.
Ownable by the clear number two in a category with one dominant rival. The idea needs an enemy with 14,000 doors, so only a challenger brand can run it.
Yes. The trolling generated the earned press for free, and the 1-cent price converted that attention into app installs and first-party data, turning a nine-day gag into a permanent owned channel.
None needed. Say the sentence and everyone already gets it.
Idea-poweredIt works when you describe it out loud. You could brief this. Survives paraphrase.
The devices behind this one, from our library of ways in: