Escape the Clown
Award: Wood Pencil
Wood Pencil / Media / Use of Interaction / 2020
Fast food customers are not overly loyal. 71% of Burger King guests also go to McDonald’s. To bring them back to the King, BK made the impossible possible: a Burger King ad in McDonald’s own movie magazine, just as horror saga IT 2 was released. On the day of launch, Burger King turned the IT 2 article into an augmented reality marker, only visible with the BK app - thereby turning every McDonald’s in Germany into an IT 2-inspired BK AR experience. Geo-located ads targeted people directly at MacDonald’s where they started the AR experience.
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