Burger King Germany launched a campaign “Escape the Clown,” a reference to the McDonald’s chain classic clown mascot, Ronald McDonald. The campaign is based on the clown named Pennywise featured in IT: Chapter 2. This has given Burger King yet another opportunity to troll rival McDonald’s.
Using a geo-targeted message on Facebook or Instagram, McDonald’s customers will get a message that tells them to log on to the Burger King app to scan an article in McDonald’s movie magazine. An “Escape the Clown” button will emerge, which when clicked would display an augmented reality (AR) red balloon, a reference to IT movie and a coupon for a one-cent Whopper.
To avail the coupon, guests have a restricted time to “flee and run” from McDonald’s to reach Burger King and redeem the coupon. To provide ease, the app also guides customers to find the shortest route to its nearest restaurant.
Those who reach on time can redeem the coupon for a real one-cent Whopper.
Klaus Schmäing, Burger King Deutschland’s director of marketing, said in a statement:
“All guests are welcome at Burger King — including those who flee the clown in fear,”
The chain started trolling McDonald’s about clowns back when “It” came out in 2017, and now it’s following up with another stunt in Germany, again engineered by local agency Grabarz & Partners and designed to drive registrations to the chain’s MyBK app.
It proposed the following words:
“The Moral is: Never Trust a Clown… Burger King”.
The rivalry between the two fast-food companies can be entertaining at times.
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