Burger King’s “Burn That Ad” campaign takes interactive advertising strategies to a whole new level. The company launched this campaign with hopes of it being a fun and interactive way to attract customers into their restaurant and away from its competitors. In today’s reality, consumers are always looking for new and exciting trends.
The concept behind this advertisement is that consumers have to download the Burger King app on their smartphone to participate in the fun. When the Burger King app is opened, consumers are encouraged to point their smartphone at Burger King’s main competitors’ ads and enjoy the sight of it being burned up instantly. When this happens, the ad then turns into a Burger King advertisement offering the consumers a free Whopper to be enjoyed at the nearest Burger King restaurant!
Burger King has acknowledged that technology is a means to provide the best customer service experience for its guests. Therefore, the Burger King app allowed its guests to enjoy a fun, interactive experience, receive a free Whopper and order future BK meals through the app. This augmented reality campaign was very successful in gaining customer interest and loyalty to
the brand. The “flames” that appear in the ad is a connection to the company’s signature flame-grilling technique that it has used since opening the chain in 1954.
During this campaign, it was estimated that nearly half a million Whoppers were given away to Burger King customers. (That is A LOT of Whoppers!)
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