An example of how Fire & Ice has been applied in advertising history as you prepare for the 2023 American Advertising Awards Gala
To bring focus on their flame-grilled cooking technique, Burger King began encouraging their fans to burn rival competitors’ ads! Virtually burn, that is.
Using augmented reality (AR), Burger King incentivized their mobile users in Brazil with a free Whopper to virtually set fire to rival ads. Within their app, a “Burn That Ad” banner allowed the user to point their smartphone camera at the print, coupon, or billboard ads of competitors, creating an overlay of digital images that burn the ad away to reveal a mobile coupon for their own sandwich.
The amusing and engaging feature was used to promote the BK Express service, prompting customers to skip the lines and pick up their food more quickly by directly delivering their free coupon to the user’s mobile device. The campaign was created and developed by David São Paulo agency exclusively for Burger King Brazil in 2019, with half a million Whoppers expected to be given away during the campaign’s run.
Watch the campaign promotion on YouTube now to see the AR in action!
Time to set fire to our own competition, with AAF Polk County’s 2023 Fire & Ice Gala this February 24th!