Burn That Ad

Burger King does it style..

June 17, 2025

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A few years ago, Burger King turned every McDonald’s ad into a Burger King ad.

Burger King wanted more people to use their BK Express app (mobile ordering app).

But instead of doing what most brands do, shouting "Download now!", they played it differently.

They launched a campaign in Brazil called “Burn That Ad”. And the name wasn’t just for effect.

People were told to open the Burger King app.
Then point their camera at any McDonald’s ad- a billboard, a flyer, whatever.

Suddenly, on their phone screen, the McDonald’s ad caught fire and burned away in dramatic fashion.

What appeared next?
A free Whopper coupon.

You could redeem it instantly using the BK Express feature. And just like that, McDonald’s ads became the trigger for Burger King’s offer.

Everyone was hooked

It felt like a game. People started hunting for McDonald’s ads to “burn”.
They shared videos, tagged friends, and posted reactions online.

The idea spread like wildfire. Literally.

Within a few weeks:

  • Over 1 million app downloads

  • Whopper sales up by 54%

  • Thousands of social shares and media mentions

All from one bold, tech-powered move.

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Thanks,
Luv