Introduction to Burger King’s New Campaign
Burger King is taking a daring step in its marketing strategy by offering mobile users in Brazil a free Whopper for virtually setting fire to the ads of its rivals. This campaign, developed by agency David São Paulo, showcases the burger chain’s ability to think outside the box and have interaction with its customers in a novel way.
How the Campaign Works
The Burger King app contains a "Burn That Ad" banner that mobile users can tap while pointing their smartphone camera on the print, coupon, and billboard ads from competitors like McDonald’s. Using augmented reality (AR), the app overlays digital images of a blazing inferno that burns away competitors’ ads to disclose a mobile coupon for a free Whopper sandwich from the chain’s nearest location.
Expected Outcomes
Burger King expects to present away about half 1,000,000 Whoppers throughout the campaign, which highlights the pre-ordering, payment, and pickup features of BK Express. This move is prone to drive more customers to Burger King locations and increase the usage of the BK Express service.
The Insight Behind the Campaign
Flame-grilling has all the time been Burger King’s signature cooking technique since opening in 1954, and now the burger chain is taking that to the subsequent level through the use of virtual flames to "burn" its biggest competitors. The AR feature is a strategy to engage mobile users with an amusing activity while promoting the BK Express service.
The Rise of Mobile-Based Troll Campaigns
Mobile-based troll campaigns have turn into wildly popular amongst fast-food restaurants like Burger King, McDonald’s, and Wendy’s, particularly within the United States where the chains are vying to win over younger customers. Burger King’s "Whopper Detour" stunt campaign in December, which used geofencing to supply 1-cent Whoppers to smartphone users near rival McDonald’s locations, boosted downloads of its mobile app by 1.5 million. Similarly, Wendy’s observed National Frozen Food Day on March 6 by trolling McDonald’s on Twitter and offering customers a free Jr. Bacon Cheeseburger with any purchase through its mobile app.
Conclusion
In conclusion, Burger King’s latest campaign is a daring and inventive move to interact with its customers and promote its services. By using AR technology and offering free Whoppers, the burger chain is prone to drive more customers to its locations and increase the usage of its mobile app. The campaign’s success will depend upon its ability to resonate with younger customers and create a buzz across the brand. As the fast-food industry continues to evolve, it should be interesting to see how other chains reply to Burger King’s move and the way the brand continues to innovate and have interaction with its customers.
