Burn it down! - BK's new AR app.
Flame-grilling has always been Burger King's signature cooking technique since opening in 1954
, and now the burger chain is taking that to the next level by using virtual flames to "burn" its biggest competitors. (While the YouTube teaser spot doesn't specify McDonald's by name, the pixelated imagery of billboards and print ads suggests that the app campaign is directly targeting the key rival. )
The AR feature is a way to engage mobile users with an amusing activity while promoting the BK Express service that lets customers skip the line and quickly pick up their food. Delivering a coupon for a free Whopper to users' phones is a creative way to encourage them to view the full virtual burn and drive more customers to Burger King locations.
Real uses for AR in marketing are far and few...
I have always been short on the idea of incorporating buzzword technology into a brand campaign, especially if A) the core idea does not depend on the technology and B) it does not add any value to the core consumer.
But, this example of AR is spot on as it perfectly aligns with rebellious nature of the BK customer while both incorporating directly into their app (minimal barrier to entry) and providing a value-adding kickback to get consumers into the store.
Beyond the direct benefit (free burgers) to the small group of consumers who used the app and the AR feature, the PR of this story alone is set to surpass any real user experiences,
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Text and research sourced from MobileMarketer.