In Brazil, Burger King and ad agency David SP use augmented reality to “burn” competitors’ ads through consumers’ mobile phones. The reward is simple and immediate. Participate, and you earn a free Whopper.
Burger King expects to give away 500,000 Whoppers through the promotion, pushing more people to use Burger King Express, the service that lets customers pre-order food for pickup.
How “Burn that Ad” works
The mechanic turns rival advertising into a trigger. You point your phone at a competitor’s ad, the experience “burns” it in AR, and the payoff is a Whopper coupon. It is a direct, product-first incentive tied to a single action.
Why the reward is the strategy
This is not a brand-film play. It is a behavioural exchange. The customer does something specific in the moment, and Burger King pays them back with something they value immediately. That makes participation scalable beyond the novelty of AR.
The operational goal: Burger King Express
The giveaway is not only about footfall. It is designed to drive adoption of pre-order pickup via Burger King Express. The campaign builds a reason to try the service, not just the product.
What to steal
- Turn a competitor’s presence into your acquisition trigger, without relying on complicated steps.
- Keep the action simple and the reward tangible.
- Link the incentive to an operational behaviour you want to scale, such as pickup pre-order adoption.
A few fast answers before you act
What is “Burn that Ad”?
A Burger King Brazil promotion that uses augmented reality to “burn” competitors’ ads on mobile phones and reward participants with a free Whopper.
What is the incentive?
A free Whopper, delivered via the promotion’s reward mechanic.
How many Whoppers does Burger King plan to give away?
500,000.
What business behaviour does it push beyond the giveaway?
Using Burger King Express to pre-order food for pickup.