In Brazil, a new feature was introduced on the Burger King app which allows mobile users to virtually set aflame the ads of Burger King competitors, like McDonald's. To add to the fun, each user is awarded a coupon for a free whopper to every ad they destroy. The Burger King "Burn That Ad" campaign was accomplished by Augmented Reality.
Augmented reality is an interactive experience that merges the real world with the digital world by allowing computer-generated images to appear and interact with what we see. For example, if you have ever experienced Pokemon Go, then you've experienced augmented reality. The way it worked was: you opened the Burger King app whenever you came across a rival ad from Burger King, clicked on the feature "Burn That Ad", and then place your camera over the rival ad. Through your screen, you will see the ad burn up in flames, and then lastly, a coupon is revealed for a free Whopper from Burger King.
This campaign was expected to give away about 1.5 million Whoppers, all while utilizing the features of BK Express which includes pre-ordering, payment, and quick pickup. The augmented reality feature was created as a way to boost engagement for consumers on the Burger King app while promoting the new BK Express service that allows customers to skip long lines and pick up their food; revolutionizing the fast food industry and making fast food even faster.
This fun, competitive campaign was just to top off the last one, titled "The Whopper Detour", which was another strategic campaign launched by Burger King that literally led McDonald's customers out of lines to pick up a 1 cent whopper from a nearby Burger King. This campaign utilized geofences, a GPS centered technology that triggers a response whenever a phone or mobile device enters or leaves a certain area. If you've ever noticed how certain Snapchat filters pop up when you enter a different town or city, you've experienced geofencing in the works.
By the end of the campaign, the Burger King app garnered a total of 1.5 million downloads, making the Burger King app the most downloaded app in Apple's App Store for many days in a row. Burger King's "Burn That Ad" campaign was an instant success and brought in a lot of traffic into restaurants.
Burger King has waged war on McDonald's, and it's getting pretty ugly. With all of its creative advertising campaigns tailored to target its growing generation Z consumer audience, it looks like they're on the road to conquering all of McDonald's consumers. What do you guys think? Are you #TeamMcDonalds or #TeamBurgerKing?
