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.

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

Their ads are everywhere and OOH is a big proportion of their media spent.

To challenge that, Burger King used his own app and AR technology, inviting consumers to “burn” the ads and transform every McDonalds ad into a BK ad. The more McDonalds invested in OOH ads, the more consumers transformed them into BK ads.