Burn That Ad By Burger King
Burger King aimed to engage fans and promote their brand by encouraging them to interact with rival fast food advertisements in a unique way. The campaign “Burn that Ad” introduced an AR feature within the Burger King app.
Campaign Overview
The Concept:
Burger King encouraged users to “burn” their competitors’ billboard ads using an augmented reality (AR) app. The campaign targeted rival fast food chains, such as McDonald’s. Users were invited to participate actively by interacting with physical ads.
How It Worked:
Download the App: Users downloaded the Burger King app, which featured an AR component.
Scan Competitors’ Ads: When users encountered a competitor’s billboard (e.g., a McDonald’s ad), they opened the app and scanned the ad using their smartphone camera. The app recognized the competitor’s logo or visual elements.
Watch the Magic: After scanning, the competitor’s ad would virtually “burn away” on the user’s screen. The ad would disintegrate, revealing a digital coupon for a free Whopper sandwich.
Redeem the Coupon: Users could then visit the nearest Burger King location and redeem their free Whopper.
Impact:
Buzz and Engagement:
The campaign generated significant buzz on social media and news outlets.Users shared their experiences, creating organic promotion for Burger King.
Brand Perception.
Burger King positioned itself as a bold, tech-savvy brand.The playful challenge to competitors resonated with consumers.
Sales Boost:
While specific sales figures aren’t always publicly disclosed, the campaign likely drove foot traffic to Burger King outlets. The free Whopper coupon incentivized visits.
Impact and Results
About 500,000 Whoppers were expected to be given away across Brazil through this promotion. The app limited the offer to one per customer. The combination of augmented reality and fire made it a fascinating tool for engaging customers.
Lessons Learned
- Creativity Wins: Think outside the box. Unconventional ideas capture attention. The “burning” concept was unexpected and memorable.
- Leverage Technology : AR technology enhanced user engagement. Consider how emerging tech can elevate your campaigns.
- Friendly Competition: Playfully challenge competitors without being aggressive. Consumers appreciate brands that don’t take themselves too seriously.
