Burger King created an immersive and interactive AR experience within its own app where consumers could use their mobile phones to transform a McDonald’s ad into a Burger King ad. All they had to do was to point their phones to any piece of communication of BK’s main competitor and see it “burning” (billboards, posters, banners, digital ads, social media posts, google search images, paper coupons, signs or even in-store communication, like tray paper and menu boards). The experience led consumers to get coupons for free flame grilled Whoppers.

In Brazil, McDonald’s invests about four times more in media than Burger King.

Their ads are everywhere.

Everyone who downloaded the BK app and pointed the cellphone to any McDonald’s ad, could watch it “burn” instantly, thanks to the usage of AR technology. The image would then reveal a 3D Burger King ad, replacing the competitor’s ad.

In this new image, people were able to see a flame grilled 3D Burger King Whopper surrounded by live-action fire. And by clicking the image, consumers received a coupon to redeem a free Whopper at the nearest BK restaurant.