Burn That Ad
Burger King Brazil2019
Burn That Ad is a 2019 augmented-reality app feature for Burger King Brazil, created by DAVID São Paulo.
Why it works
Burger King Brazil's answer to a rival that, by its own account, outspent it four to one: turn the rival's advertising into Burger King's. A new augmented-reality feature in the BK app let people aim their phones at McDonald's billboards, print ads or coupons and watch them go up in virtual flames, a nod to Burger King's flame grilling, revealing a voucher for a free Whopper to collect through BK Express, the app's order-ahead service. Created by DAVID São Paulo and launched in March 2019, it is studied as a model of competitive hacking: the more the competitor spent on media, the more triggers existed for Burger King's offer, and every redemption nudged people into the app the brand wanted them using. The company said it expected to give away around half a million Whoppers. At Cannes that June it won a Gold Lion in Direct, the year the category's Grand Prix went to Burger King's Whopper Detour, and it later collected D&AD pencils.
Techniques
- Comparison The app turns McDonald's billboards, print ads and coupons into triggers for its own offer, so the rival's media spending works for Burger King.
- Participation Customers point their phones at a rival's ads and watch them burn in augmented reality, uncovering a voucher for a free Whopper.
Sources · 4
Updated
