In 2019, Burger King encouraged fans to ‘burn’ its rivals in digital platforms, thanks to a new mobile app feature that set competitor billboards to flames.
The Burn That Ad uses augmented reality to entice the Burger King app users in Brazil, by burning up the competitor’s ads to anyone who points their smartphone towards them, following it with a BK advert. It’s fun, daring, and creative!
When the flames burn away, the person is left with a screen that tells them they’ve received a free Whopper to be savored at the nearest Burger King restaurant.
Augmented reality is a fascinating tool. And when combined with a little pyrotechnics, it is even better. With ‘Burn That Ad,’ the competition was hacked by leveraging BK’s biggest advantage, which is fire.
The BK app promo was created exclusively for Brazil to promote using BK Express, a digital tech tool allowing any customer to pre-order and avoid lines. The strategy allows Burger King to turn the media investments of its main rival (including conventional media such as billboards, magazine ads, discount coupons, and others), into ads of its own.
Ariel Grunkraut, Burger King’s Marketing, and Sales Director also commented,
“Technology as a means to provide the best customer experience is one of our main investment targets in 2019. To create the BK Express experience, our exclusive payment technology via mobile phone available all around Brazil, we offer some fun interaction in augmented reality for our brand’s lovers through the app. And those using the service also get a free Whopper.”
As a result of the AR-based initiative, the experience was a hit: half a million burgers were given away (as expected) all over the country.