Burger King's "Burn That Ad"

In 2019, Burger King Brazil faced a challenge. Their competitor, McDonald's, had a significantly larger marketing budget, saturating the streets and screens with golden arches. So, the Burger King team decided to get creative, not with their burgers, but with their marketing.

Enter "Burn That Ad," a campaign that turned the tables on traditional advertising. Instead of creating their own ads, Burger King leveraged the power of augmented reality (AR) to let consumers "burn" their competitor's ads. Here's how it worked:

The Spark:

• Identifying the Opportunity: Burger King recognized that McDonald's ads were everywhere, but not always welcome. They saw an opportunity to capitalize on this frustration by offering a fun and interactive way to "get rid" of them.

• AR as the Weapon: By utilizing AR technology in their app, Burger King allowed users to point their phones at any McDonald's ad, be it a billboard, poster, or even a social media post. The app would then trigger an animation that engulfed the ad in flames, ultimately revealing a juicy Whopper and a free coupon.

Spreading the Fire:

• Word-of-Mouth Marketing: The interactive nature of the campaign was its biggest strength. People loved the novelty of burning competitor ads and sharing the experience with friends on social media. This organic buzz fueled the campaign's reach, making it a viral sensation.

• Media Pick-up: The sheer audacity of the campaign caught the attention of major media outlets, generating even more buzz and brand awareness. Burger King didn't just burn ads; they burned through the marketing landscape.

The Rewards of Rebellion:

• Increased App Downloads: The "Burn That Ad" feature skyrocketed Burger King's app downloads, driving users to their new mobile ordering platform.

• Whopper Sales Surge: The campaign led to a significant increase in Whopper sales, proving that consumers were receptive to the playful dig at their competitor.

• Brand Image Makeover: Burger King successfully shed its "stodgy" image and embraced a more irreverent and humorous persona, resonating with younger demographics.

Key Learnings:

• Think outside the bun: Don't be afraid to challenge the status quo and experiment with unconventional marketing tactics.

• Embrace technology: AR and other emerging technologies can create engaging and interactive experiences that resonate with consumers.

• Humor is a powerful tool: A lighthearted and playful approach can disarm negativity and endear your brand to customers.

Conclusion:

Burger King's "Burn That Ad" campaign was a masterclass in viral marketing. By turning the tables on their competitor and giving consumers a fun and interactive way to engage, Burger King achieved impressive results and solidified their position as a brand that knows how to have a good time. The campaign reminds us that sometimes, the most effective marketing comes from thinking outside the box and setting your creativity on fire.