Burger King has taken the advertising tradition of mocking or hacking a competitor’s ad to a whole new level with its latest campaign.
Called “Burn That Ad”, the campaign allows users of the Burger King app to scan ads or digital content from other major burger chains, with app users seeing the ad burn away and reveal a coupon for a free Whopper.
While the app feature is only live in Brazil, there is a chance it will hit the US someday (no word on the Australian version of the app).
Burger King’s marketing and sales director in Brazil Ariel Grunkraut said: “Technology as a means to provide the best customer experience is one of our main investment targets in 2019.
“To create the BK Express experience, our exclusive payment technology via mobile phone available all around Brazil, we offer some fun interaction in augmented reality for our brand’s lovers through the app.
“And those using the service also gets a free Whopper.”
The brand says about 500,000 Whoppers are expected to be given away across Brazil through the promotion.
The app limits the offer to one per customer.
David Sao Paulo vp and creative director Rafael Donato said: “Augmented reality is a fascinating tool. And when combined with a little pyrotechnics, is even better.
“With ‘Burn That Ad,’ we hacked the competition by leveraging our biggest advantage, which is fire.”