Burger King won big at Cannes earlier this year with “Whopper Detour”, a mobile-driven campaign that offered customers at or near McDonald’s a 1-cent Whopper if they instead went to a nearby Burger King.
Now the brand is back with an Augmented Reality stunt that drafts off of the recent release of IT Chapter 2. Details are a bit vague, but it seems to be an experience triggered by an ad in a cinema-focused magazine published by McDonald’s. The “escape the clown” experience again offers a coupon for a 1-cent Whopper, but there’s a countdown clock associated with the offer.
These sorts of conquesting efforts are interesting, apparently effective, and clearly award-winning. I like this particular example because it marries mobile app registration, geo-location and augmented reality – all in service of delivering a highly relevant and engaging promotional message.
Full story and video at AdAge Creativity.