Burger King in Brazil is utilizing its mobile app to get customers to “burn” competitor’s ads via augmented reality technology. Those who have the mobile app anywhere in Brazil can hold up their device’s camera to a competitor’s ad in real life and AR tech will make it appears the advertisement is going up in flames. When the flame on their screen is extinguished, the user is left with a reward that states they have a coupon redeemable for a free Whopper. Nationally in Brazil, the app campaign is anticipated to give out nearly half a million free Whooper rewards only being able to be used by one device per coupon redemption.
This is a fantastic example of brands utilizing innovative tech as well as playing by the “trolling” brand voice. We’ve seen numerous campaigns from Burger King this past year that calls out specific competitors with humor. Customers have enjoyed seeing the infamous QSR twitter fights. BK’s example sheds light on potential unique opportunities for Jack to utilize within the AR space. The tactic leverages competitors’ own campaigns as a conquesting technique within the digital space and could be applied to other media like billboards and other OOH ads just by using a mobile device.
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