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Monthly Archive March 2019

Burger King Burning Opposition

Flamin’ Hot Idea – Burn That Ad

Fast Food Giant Burger King’s latest app is encouraging users to ‘burn’ rival ads via its latest BK Express mobile app that sees competitor ads engulfed in flames.

In the augmented reality ‘Burn That Ad’ campaign that just launched in Brazil, Burger King lampoons its competitors.  The Burger Giant gets customers to digitally flame their opposition’s ads using the app.  Users point their smartphones at any competitor billboard, magazine ads, discount coupons and others, to enjoy the sight of the competitor ad being ‘burned up’ instantly.

As soon as the flames burn away, the user receives a message on their device screen issuing them of a digital voucher for a “Free Whopper” that can be claimed at the nearest Burger King store.

Ariel Grunkraut, Burger King’s marketing and sales director for Brazil, stated “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“.Burger King app burns opposition

Across Brazil 500,000 Whoppers are expected to be given away.  Burger King has a reputation for creating boundary-pushing ad campaigns and ‘Burn That Ad’ is a clever strategy of turning its rival media investments into ads of their own.

Check out this video and see how it works – Burn the ad

That’s HOT!