Burger King always has some aces up its sleeve when it comes to advertising. This time, it encourages its fans to “literally burn” the adverts of the fast-food chain’s biggest rivals. Just kidding, of course – not to physically burn them but to use a new augmented reality app to make the billboards go up in flames. Once the competitor’s ad is burned down, a mobile coupon for a free Whopper at the chain’s nearest location is revealed.

Björn Ståhl: “Burger King hacks the competitors in a very funny way, this time using their flame grilling USP as weapon. And you have to download the app to get the free burger. Smart. The challenger has done it again. ”