CASE STUDY
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“BURGER KING
STEALS MCDONALD´S CUSTOMERS.”
Fast food customers are not overly loyal. 71% of Burger King guests also go to McDonald’s. To bring them back to the King, we made the impossible possible:
a Burger King ad in McDonald’s own movie magazine, just as horror saga IT 2 was released. On the day of launch, we turned the IT 2 article into an augmented reality marker, only visible with the BK app - thereby turning every McDonald’s in Germany into an IT 2-inspired BK AR experience.
“The latest use
of AR Technology for Advertising.”
When a user was inside, or close to a McDonald’s store, they received a notification with instructions on how to find a movie magazine and open it via a select page.
They then scanned the page, which consisted of an article for the horror movie
“It 2”, in order to … see what’s happening!
Those who made it this far received a coupon for a 1-cent Whopper, valid for as long as it took to get to the next Burger King restaurant. So our customers had to hurry to escape the clown!
RESULTS
4 million McDonald's customers were reached.
Over 800.000 “hacked” ads.
Burger King app downloads jumped more than 180%.
Brought 11,8% more traffic into Burger King locations.
AWARDS
D&AD 2020:
Wood Pencil in Media/Use of Interaction
The Webby Awards 2020:
Winner in Augmented Reality for Advertising
ADC Germany 2020:
Winner in Real-time/Live
New York Festival Advertising Awards 2020:
Finalist in Best Use Technology