By 2018 in Colombia, Burger King wasn’t wearing the crown. Besides being behind of their competitors, especially McDonald’s, the Brand wasn’t reflecting the wittiness, and authenticity that characterized it in other markets.

The client asked us to develop a digital activation to make the brand relevant again, by creating PR buzz and turning people into brand allies and ambassadors.

SO WE PLANNED A RECONQUEST

We made our own ‘Troy horse’ out of a mobile app and turned Bogota’s burger lovers into our brand army, asking them to hunt the free Whoppers and special discounts that were hidden inside our competitors’ restaurants.

STRATEGY:

We leveraged the classic rivalry that exists between Burger King and McDonalds in other markets, and encouraged users to become part of it.

HOW DID IT WORK?

We asked users to download Burger King’s ‘Burger Hunt’ app in exchange for an irresistible prize: free Whoppers and special discounts.

1. The user activates location services.

2. The app notifies the user that a free Whopper or discount is available when passing nearby McDonald’s’ restaurants.

3. Inside McDonald’s restaurant, the user activates the camera and through AR, they could see their Free Whopper or discount.

4. Bonus point: sharing their hunt on social media to claim additional discounts.

5. On their next visit to Burger King, the user could claim their prize.