Escape the Clown

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.