Burger King invited Brazilian users to 'burn' its competitors' ads using augmented reality (AR). Their argument was simple - competitors' ads were everywhere and their intention wasn't to outshout, but to create impact. When a user went to the Burger King app and held up the lens to a competitor's ad, the on-screen animation on the screen would show the ad dramatically bursting into flames while eventually giving way to a screen that displayed a coupon for a free WHOPPER.
The ad was conceptualised and created by the agency David Sao Paulo. AdWeek reported the creative director at David Sao Paulo, Rafael Donato, as saying, "Augmented reality is a fascinating tool. And when combined with a little pyrotechnics, is even better."
Donato added, "With 'Burn That Ad,' we hacked the competition by leveraging our biggest advantage, which is fire."
This isn't the first time Burger King has drawn attention to their own brand via a competitor's. In 2018, they ran a campaign called the "Whopper Detour" in which a consumer within 600 metres of a McDonald's outlet could order a Burger King WHOPPER for only 1 cent. The app would subsequently reroute the user to the nearest Burger King.
At first users thought that this tweet from Burger King was a joke...
brb going to McDonald's— Burger King (@BurgerKing) December 4, 2018
Did you get hacked?— Josh V (@Bruiser4Eq) December 4, 2018
BK confirmed it too...
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