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How can AR turn a competitor’s ads into your own ads? Answer: Use an AR specific lense in an app to recognise competitors billboard ads, magazine ads & discount coupons and then set them on fire (virtually, or at least on screen in augmented reality).
Burger King App using AR to show poster on fire
Here’s how: ‘Burger King (in Brazil) used advanced AR to enable customers to ‘burn down’ competitors ads – using a lens that recognised competitors ads (e.g. McDonalds) ads and caused them to burst into flames.
Plus they build in the Shared Experience: If a customer shared this experience, they get a free Whopper. This app also leverages BK’s USP: ‘fire’ or flame grilled burgers USP in a very different way. Although some criticise BK for using cutting edge technology negatively, I think many people will see it as a bit of fun, and certainly something different to show off. This unusual marketing hack also promotes BK Express, which allows customers to pre-order their meals to avoid the ‘real-world’ queues. Using technology to help customers – is the best way to consider using emerging technologies.
BK expects to give away over 500,000 burgers through this genius and super fun campaign.
‘Afterall, flame grilled is always best!’ (is what the app final onscreen message says after burning a competitors ad).
Perhaps this is all a spoof designed to generate increased awareness and usage of its app? Is it April 1st? BK have not issued any news releases that I can find on their site – as yet.
What do you think, is this:
(a) negative use of AR (‘burning your competitors’ ads)
(b) positive use of AR (new form of entertainment and engagement & adding value to the CX (skip queues)
(c) a clever spoof / publicity stunt – that we have all bought!
If you liked this, you might also enjoy:
Here Come The Clever Bots – bursting with artificial intelligence?
Here Come The Really Clever Bots – where AI meets customer needs
Artificial Influencers – Meet Shudu & Miquela
Thanks to @AlixFrancis for the alert.
I think it’s positive use of AR. Some have mentioned that it is not appropriate as the act of burning competitors ads could relate to a form of “violence and vandalism” towards other brands but I disagree – I think it’s brilliant.