Burger King is the second largest fast food chain in the world, with over 15,000 restaurants in more than 100 countries and an average 11 million customers every day. Burger King’s flagship product is the Whopper sandwich.
The action was intended to advertise BK Express, the chain’s system that allows ordering online using the Burger King app. To achieve this, a special feature was needed within the app.
With a past history of using competitors to develop marketing actions on, we created Burn that Ad: an app-based augmented reality campaign that uses the ads of Burger King’s biggest competitor as a trigger, and offered a free Whopper to each user that partook in the campaign.
Revealing a coupon by capturing a competitor’s ad on the cell phone camera, using an augmented reality marker, and displaying this coupon in a responsive manner, considering that the markers could have different formats.
In addition to being a major hit worldwide, the campaign earned Lobo Lab the Grand Prix of WAVE Festival 2019 in the mobile category, nine Cannes Lions, and three Clio Awards.