Rovio Entertainment, the developer behind the Angry Birds franchise, has announced that they are working with Burger King to deliver a web-based augmented reality (WebAR) experience for the Burger King King JR kids meals. By adding interactive immersive experiences to the packaging, both companies strive to add value to Burger King guests and deliver a new and exciting Angry Birds experience. The company is using Zappar’s WebAR technology to seamlessly connect the physical world of each Burger King restaurant with the digital magic of Angry Birds in augmented reality.
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Diners can access the experience by scanning the QR code on Burger King items, such as plush toy tags, box packaging, and on signage inside participating Burger King locations. After starting the experience, three 3D eggs will appear, and waves of Hatchlings appear in augmented reality to try and steal them. Players have to defend their eggs by tapping on the Hatchlings to shoo them away, or by deploying catapults of slime to slow the Hatchlings down.
As players fend off the Hatchlings, they’ll be rewarded with a unique power-up. The rear camera feed automatically swaps to the selfie camera, and gives the player a superpower to blow away all Hatchlings and return the eggs safely to the nest. Players have the option to save a photo of their experience afterward, which they can share with friends and family.
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Both Zappar and Rovio have been trail blazers in the augmented reality space running app-based AR campaigns for several years. This is the first web-based augmented reality activation which is a new strategy to allow their partners to serve immersive and interactive AR experiences to their customers. Burger King has the honor of being the first partner to utilize this new capability and benefit from the huge reach and scalability of WebAR for this global promotion across thousands of restaurants around the world.
“We’re thrilled to partner with Zappar and Burger King to create this unique AR experience for Angry Birds fans,” said Katri Chacona, Director, Brand Licensing at Rovio Entertainment. “The accessibility of WebAR and wide availability across thousands of Burger King restaurants make this an incredible opportunity to connect with consumers in new ways.”
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