Burger King is encouraging users to “burn” their rival’s billboard ads in exchange for a free meal.

In the era of augmented reality and mobiles users of the Burger King app can scan ads from other other major burger chains, and then burn the ad, revealing a coupon for a free whopper.

The app shows a “burn that ad” banner that mobile users can tap while pointing their smartphone camera at the print, coupon and billboard ads from competitors like mcdonald’s. The concept is a play on burger king’s signature flame-grilling cooking technique that the chain has used since opening in 1954.

Burger King expects to give away about half a million whoppers as a result of the campaign, highlighting the pre-ordering, payment and pickup features of Burger King express in the process. The campaign was conceived and executed by agency David São Paulo for burger king brazil.

“Technology as a means to provide the best customer experience is one of our main investment targets in 2019“, says ariel grunkraut, burger king’s marketing and sales director for brazil.

This isn’t the first time burger king has focused its attentions on mobile marketing. Last year, customers of BK’s spanish franchise were able to customize the fast-food chain’s whopper burger via instagram, choosing their ingredients before getting a promo code to actually redeem them. In december burger king boosted downloads of its mobile app by 1.5 million with its “whopper detour” stunt campaign that used geofencing to offer 1-cent whoppers to smartphone users who were near rival mcdonald’s locations.

Project Info:
Agency: david são paulo
Campaign: Burn that Ad
Client: Burger King Brazil

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