Par Kyle O’Brien
Burger King has no problem zinging and prodding its rival fast food restaurants. Now, the chain is encouraging fans to ‘burn’ those rivals thanks to a new app feature that sees billboards engulfed in flames.
With the ‘Burn That Ad’ campaign, anyone who launches the Burger King app in Brazil and points their smartphone at its main competitors’ ads may enjoy the sight of it being burned up instantly – in augmented reality – and turned into a BK ad. When the flames burn away, the consumer is left with a screen that tells them they’ve received a free Whopper to be savored at the nearest restaurant.
The campaign was created and developed by David SP.
The BK app promo was created exclusively for Brazil to promote BK Express, a 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, such as billboards, magazine ads, discount coupons and others, into their ads of their own.
« 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 gets a free Whopper », said Ariel Grunkraut, Burger King’s marketing and sales director for Brazil.
Half a million Whoppers are expected to be given away all over the country. Vouchers are limited to one per consumer.
“Augmented reality is a fascinating tool. And when combined with a little pyrotecnics, is even better. With ‘Burn That Ad,’ we hacked the competition by leveraging our biggest advantage, which is fire », said Rafael Donato, creative vice-president for David SP.