King Jr Club Egg Defense (with Angry Birds)
Read the story- Brand
- Burger King
- Year
- 2021
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Simulation & Strategy
- Platform
- AR & VR
- Agency
- Rovio Entertainment
- With
- Zappar
Objective
Post-pandemic, Burger King sought to drive traffic back to restaurants and boost King Jr. Kids Meal appeal to families with children. The brand partnered with Rovio Entertainment to create a branded mobile entertainment experience that would make dining in restaurants feel fun and engaging for kids as pandemic-related dine-in restrictions eased in mid-2021.
Solution
Burger King and Rovio created an augmented reality tower-defense game accessible via QR codes on King Jr. packaging, toy plushies, and in-store signage. Players defended three digital eggs from waves of attacking 'Hatchlings' by tapping to move them away or using slime catapults to slow their advance, unlocking power-up rewards; they could also save a photo of the experience to share with friends. Built with Zappar's WebAR technology—eliminating the need for app downloads—the format let Burger King scale the campaign to thousands of participating locations worldwide, deployed across King Jr. locations in the US, EMEA, Asia-Pacific, and Latin America from May through June 2021.
Results
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