Burn That Ad

Lead Agency: David SP

My apologies for not doing blog posts these past two weeks. It was my birth week so I decided to give myself a break from the blog! But now I am back in action!

Burger King Brazil allowed consumers to set their competitors’ advertisements on fire in exchange for a free Whopper.

With fast food ads covering almost every major city everywhere, this gave Burger King Brazil the opportunity to turn every one of those ads into their own. Billboards, magazine ads, and even discount coupons were all fair game to be turned into Burger King ads.

Using the Burger King app, users can point their camera to watch the competitor’s ad burn until it becomes a Burger King ad with a reward for a free Whooper, telling them the closest Burger King location.

This campaign was created in Brazil to promote BK Express, a tool that allows customers to pre-order food to avoid lines through their new technology. The app promo was created specifically for Brazil, but news of the campaign spread throughout the world.

A stand-out component of this ad was the tagline, “After all, flame-grilled is always better”. Not only was this a clever way to tie together the concept, but it also relates to the brand.

Additionally, it educates potential Burger King customers about their mobile ordering system, which was the overall goal of the campaign.

The free Whooper giveaway also allows the brand to make a profit since many consumers will most likely buy a drink or a side to go with their free burger.

Even though the vouchers were limited to one per person, Burger King was expecting to give out half a million burgers all over the country.

This campaign is a perfect example of a brand utilizing augmented reality in a unique and interactive way!

Sources:

• https://www.thedrum.com/creative-works/project/david-sp-burger-king-burn-ad

• https://clios.com/awards/winner/direct/burger-king/burn-that-ad-71911

• https://digitalagencynetwork.com/burger-king-uses-augmented-reality-to-burn-that-ad-digitally/

• https://www.aircards.co/blog/burger-king-augmented-reality-fire