Burger King wants to burn the competition. Literally. So much so that, in Brazil, anyone who opens their app and points their camera at a competitor’s ad will see that ad engulfed in flames and replaced with a coupon for a free Whopper.
It’s cheeky, engaging, and hot. You can read more about it here.
Why It’s Hot
Well, it’s on fire. But that’s not all. The use of augmented reality is engaging, but it also creates an implicit hierarchy which puts BK at the top, conquering it’s competition.
But what really makes this a hot idea is how it can be a springboard. Thinking about how this idea could take shape in healthcare marketing elicits some big ideas.
Living healthy is often about making choices; choosing healthy foods, making time for fitness, avoiding bad habits. If a healthcare brand creates an app like this that treats a fast food restaurant, the comfortable couch, or a pack of smokes as the competition, it can drive people to healthy behavior by helping them to make better choices and rewarding them in an engaging way.