How Can AR Turn a Competitor’s Ads Into Your Own Ads?

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).

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.

‘After all flame grilled is always best!’ is what the app final onscreen message says (after burning a competitors ad). 

or perhaps it is all a spoof designed to generate increased awareness and usage of its app? BK have not issued any news releases that I can find on their site - a syet.

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 qs)

(c) a clever spoof / publicity stunt - that we have all bought!

PR Smith is author of SOSTAC? Planning www.SOSTAC.org

and a lot more blog posts PRSmith.org such as Artificial Influencers – Meet Shudu & Miquela