Burger King Brazil lets users 'burn' rival ads in AR campaign

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Burger King in Brazil is using augmented reality (AR) to let consumers ‘burn’ the adverts of rivals and score a free burger.

Using a new AR app, consumers can overlay an image of fire on the advertising of its rivals.

The advert ‘burns’ away to reveal a voucher for a free Whopper, which can be redeemed at a local franchise.

The app reveals a ‘Burn That Ad’ banner that a user can click as they point their smartphone camera at an advert or billboard. The signature Burger King flames ‘burn’ away the competitor’s artwork, revealing the voucher.

Agency david são paulo is behind the campaign, through which the burger brand reportedly expects to giveaway 500,000 free Whoppers.