How Burger King hacked the IPL with 0 Spends with #THEGREATESTHACK

Challenge:

Burger King wanted to break through the clutter during IPL advertisements as many brands invest in heavy promotions in the IPL season.

Solution:

To let fans use an AR filter via the Burger King app to hack an ongoing IPL match. This would make them feel gratified by participating in every moment of the game.

The Big Idea:

Burger King India’s #TheGreatestHack campaign was focused on engaging the viewers, who are the epicentre of the Indian Premier League (IPL).

Execution:

The idea was executed by involving the viewers by using the ‘The Greatest Hack’ AR filter via the Burger King app during an IPL match to collect and redeem exciting offers for any major highlight of the cricket match.

As the players battle it out on the field, the audience too can tap into every shot, wicket and moment of the game. The principal idea of this filter was that the camera would detect what was happening on the screen leading to a link to the exciting offer coupons by Burger King. At the back-end, the filter also triggered a cricket API that took the live score from internet sites such as Crickbuzz, Sportskeeda, Cricket 24, etc and fed it as an update on the filter. This is shown to the user who uses the filter as a coupon. The campaign was extensively promoted on social media, with cryptic posts and stories to create intrigue among the users to ‘hack’ the Indian Premier League (IPL).

Ads were also run by the FoxyMoron media team on YouTube, Facebook, Instagram and all other relevant platforms, all through the IPL season.

The campaign was also promoted with a digital film produced by FoxyMoron’s co-agency, The Rabbit Hole.

The immersive Web AR experience for Burger King fans and cricket lovers was produced by FoxyMoron’s co-agency, Phosphene and Noesis.

Results:

Every moment in the game turned into a Burger King ‘Hack Moment’.

Over 32 matches fans hacked over 1500 boundaries, 600+ sixes, 700+ wickets and 4 centuries. That’s almost 3000 moments hacked! Thus, we made a ‘whopper’ of a victory with coupons worth 4.5 lakhs claimed approximately.

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