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There’s a longstanding tradition in advertising of trying to hack, mock or otherwise leverage a competitor’s ads. (A personal favorite is when Newcastle bought an ad next to Stella Artois’ outdoor board just to mock the word “chalice.”)
But Burger King has now truly taken this tactic into the mobile era with its new Brazilian effort called “Burn That Ad.” Created by agency David Sao Paulo, the project lets users of the Burger King app scan ads or digital content from other major burger chains.