Burger King has turned its app into quite the unusual marketing device. Last December, in the U.S., it rewarded consumers for using it while they were at McDonald’s by promising them one-cent Whoppers. Now in Brazil, BK has added to its app an AR function that invites customers to “burn down” competitors’ advertising.
If they train their cameras onto a billboard for the Golden Arches, for example, the app will set it aflame--and then give the user a voucher for a free Whopper.
The idea was created out of David SP and promotes BK Express, which allows customers to pre-order their meals to avoid real-world lines.
"Technology as a means to provide the best customer experience is one of our main investment targets in 2019,” explained Ariel Grunkraut, Burger King's marketing and sales director for Brazil in a statement. “
“With ‘Burn That Ad,’ we hacked the competition by leveraging our biggest advantage, which is fire,” says David SP Creative VP Rafael Donato.