Burn That Ad
Open the game- Brand
- Burger King
- Year
- 2019
- Objective
- Sales
- Industry
- Food & drink
- Mechanic
- AR
- Agency
- DAVID São Paulo
Objective
Burger King launched 'Burn That Ad' in Brazil to drive adoption of BK Express, a new in-app mobile ordering feature designed to reduce wait times and enable faster transaction flows. The campaign targeted mobile users by gamifying interaction with competitor advertising, leveraging the brand's flame-grilled identity to create viral engagement and increase app downloads in a competitive market.
Solution
An augmented reality mobile app feature let users point their smartphone camera at rival fast-food advertisements (including McDonald's print ads, coupons, and billboards) in Brazil. Upon tapping the 'Burn That Ad' banner, a digital flame animation would engulf the competitor's ad, revealing a mobile coupon for a free Whopper automatically added to the Burger King app's cart. The experience combined brand storytelling (flame-grilled since 1954) with a functional incentive tied to the new in-app ordering system. The Vuforia AR platform powered the visual detection and animation layer, deployed within Burger King's mobile application.
Results
The app reached 10 million downloads in Brazil during the campaign period.
