Burger King Uses AR to Let Customers Digitally ‘Burn’ Competitors’ Ads
Image Source: Burger King via The Drum
Imagine burning a billboard and get rewarded — but it has to be done through a specific app.
Meanwhile in Brazil, Burger King lets fans — and even potential customers —to burn the ads of competitors through a new mobile app feature and augmented reality. Called the Burn That Ad project, anyone in Brazil who has the Burger King app can point their smartphones on billboards, flyers, print and even coupons and let it burn.
At a tap of a button on the app, users will immediately see the competitor’s ad engulfed in flames, which allowing it to burn and reveal a free whopper sandwich mobile coupon that they can avail on the nearest Burger King.
“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,” Rafael Donato Creative VP of David SP, which was the agency responsible for creating and developing the campaign, told Digital Agency Network.
It’s expected that half a million whoppers will be given to customers even if the voucher is only limited to one person per transaction.
According to Designboom, the concept all about the burger chain’s signature flame-grilling cooking technique that it uses ever since opening its doors in 1954. Also, the Burger King app promo is to promote the burger chain’s digital tech tool called BK express, specifically its pre-ordering, payment and pickup features that allow customers to avoid lines.
“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,” Ariel Grunkraut, Burger King’s Marketing and Sales Director, told Digital Agency Network.