Just as we were emerging from the US fast food Chicken Wars, another battle is now raging in the ongoing war between McDonald’s and Burger King. You probably remember the much-celebrated Whopper Detour of 2018. Well, Burger King Germany now brings you “Escape the Clown”. To coincide with the movie IT 2’s release, Burger King placed an ad in a movie magazine found in McDonald’s stores. People could scan the ad through the Burger King app to activate an AR experience leading to a coupon for a one-cent Whopper at a nearby BK. The coupon was only good for a finite amount of time, so customers would have to decide quickly.
Why it’s hot:
Sometimes you play nice, sometimes you can make a savage move. Placing an ad in a magazine at McDonald’s, and hijacking customers, when they’re literally at the point of sale, is about as savage as it gets in marketing. The fact they concealed it with AR is nice, but I’m not sure it was altogether necessary. And I’m not sure how anyone would know to look in the magazine and scan the ad before they would have already ordered a Big Mac. Either way, it’s certainly bold. Even if people don’t go to buy a Whopper, at least they could have had a brand experience that might affect their next fast-food dining decision. The kind of move that can leave an impression, and also land your app on someones phone (not to be lost here).