The global burger chain is encouraging fans to ‘burn’ it’s fast food rivals’ ads, thanks to a new augmented reality app feature that sees billboard adverts engulfed in flames.
With the ‘Burn That Ad’ campaign, anyone who launches the Burger King app in Brazil and points their smartphone at its main competitors’ ads may enjoy the sight of it being burned up instantly – in augmented reality – and turned into a BK ad.
When the flames burn away, the consumer is left with a screen that tells them they’ve received a free Whopper to be savoured at the nearest restaurant. Half a million Whoppers are expected to be given away all over the country. Vouchers are limited to one per consumer.