With a history of using competitors to develop marketing actions on, we created Burn that Ad: an app-based augmented reality campaign that uses the ads of Burger King’s biggest competitor as a trigger, and offered a free Whopper to each user that partook in the campaign.

The technical challenge here was revealing a coupon by capturing a competitor’s ad on the cell phone camera, using an augmented reality marker, and displaying this coupon in a responsive manner, considering that the markers could have different formats.

The results were great in addition to being a major hit worldwide, the campaign earned Lobo Lab the Grand Prix of WAVE Festival 2019 in the mobile category, Nine Cannes Lions, and three Clio Awards.