The 'Burn That Ad' campaign invites customers to scan any media from the fast-food chain's competitors on its AR-enabled app, and then burn it virtually to receive a free whopper

U.S. fast-food chain Burger King is giving away signature burger coupons to customers who burn the competition’s ad’s in augmented reality. The campaign involves an AR app that encourages customers to capture images of rival chain restaurants and overlay them with digital flames—and earn a free whopper from their local BK joint.

Called “Burn That Ad,” the campaign’s app will work for ads of all kinds of media, including billboards, print ads and even digital. Not only is this designed to showcase Burger King’s innovative side and give the people what they want, it is also intended to highlight the speed and convenience of the BK express program, which lets customers order online ahead to pick up at their chosen location.

Burger King hopes to use interactive and engaging tech to help drive loyalty as well as encourage adoption of its order-ahead capabilities. “Technology as a means to provide the best customer experience is one of our main investment targets in 2019,” said Ariel Grunkraut, Burger King’s marketing and sales director, Brazil.

Burger King

U.S. fast-food chain Burger King is giving away signature burger coupons to customers who burn the competition’s ad’s in augmented reality. The campaign involves an AR app that encourages customers to capture images of rival chain restaurants and overlay them with digital flames—and earn a free whopper from their local BK joint.

Called “Burn That Ad,” the campaign’s app will work for ads of all kinds of media, including billboards, print ads and even digital. Not only is this designed to showcase Burger King’s innovative side and give the people what they want, it is also intended to highlight the speed and convenience of the BK express program, which lets customers order online ahead to pick up at their chosen location.