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Burger King Is Offering Free ‘Whoppers’ If You Set Its Rivals’ Ads ‘On Fire’
By Izza Sofia, 21 Mar 2019
Burger King has no problem creating ads that roast its competitors, but this time it has brought a whole new meaning to the concept.
The fast food chain has encouraged its customers to “burn” its competitors through a new app feature that virtually sets billboards “on fire.” The campaign, aptly called ‘Burn That Ad’, invites customers in Brazil to point their phones at out-of-home advertisements launched by competitors like McDonald’s.
When the app’s flames are unleashed, they’ll seemingly engulf billboards and posters through augmented reality, turning rivals’ campaigns into actual Burger King ads.
A wholly burnt down ad will trigger a coupon that allows customers to redeem a free ‘Whopper’ at the nearest Burger King outlet. Created together with creative agency David SP, the campaign aims to promote ‘BK Express’, a tech tool that allows patrons to pre-order their food items and skip queues.
Burger King Brazil’s marketing and sales director Ariel Grunkaut says the campaign is meant to offer “some fun interaction” with customers while promoting ‘BK Express’, which has been incorporated with the company’s exclusive payment strategy.
David SP’s creative vice president Rafael Donato adds that augmented reality is a fun tool, and when combined with pyrotechnics, it has the potential to poke fun at competitors while leveraging Burger King’s biggest advantage, fire.
[via The Drum, opening image via Burger King BR]
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