#McWhopper stunt: Who takes home the crown?

Burger King versus McDonald’s – the war continues.

Unless you were living under a rock, you have probably heard of the awesome publicity stunt Burger King recently pulled. The fast-food giant took out full page ads asking long-time rival McDonald’s to work with it in creating a burger called #McWhopper to celebrate Peace Day.

McDonald’s, unfortunately, wasn’t going to bite. Steve Easterbrook, its current CEO, politely declined.

Nonetheless the stunt had consumers excited. While many supported Burger King’s idea of the #McWhopper, others chided the fast-food giant for trivialising Peace Day. Over on McDonald’s end, several consumers expressed unhappiness for the brand not being a sport in creating this mega burger.

In a conversation with Marketing, a spokesperson from media intelligence solutions company Meltwater said that according to its research Burger King was coming out on top in gaining some brand love from consumers.

Here’s a breakdown of the data from 26 August to 28 August:

                                         McDonald’s                                 Burger King

Positive total hits:           21856                                           13442

Neutral total hits:           70035                                           42614

Negative total hits:         30276                                           9668

Total hits:                          122167                                         65724

Meltwater’s data also showed the hashtag #McWhopper was by far the most trending with 42,335 mentions, followed by “Peace Day” with 6,261 mentions. Coming in third was the “McWhopper Proposal” with 5062 mentions.

Meanwhile, data from Amobee suggested that McDonald’s claims that there were better ways to celebrate Peace Day were not totally without merit. Between August 26 to 27, both McDonald’s and Burger King were twice as much associated with the hypothetical McWhopper than with Peace Day.

“The modest, but good-intentioned proposal has undoubtedly helped lift awareness of both brands, but Burger King is seeing the most reward with increased 529% positive sentiment on Twitter around their open letter to McDonald’s, while turning sentiment around the brand from a net negative to a net positive,” said a spokesperson from Amobee.

The data added that even though Easterbrook politely declined to play along with the Burger King idea in a reply on the brand’s page on Facebook, the overall volume of tweets around McDonald’s increased by 78%. Of which the volume of positive tweets only increased by 5% around the brand.

Ouch – now that’s a burn.