Burger King has launched a creative campaign targeting McDonald's on Google Maps. In this application launched in Brazil, special coupons appeared in McDonald's searches with Burger King images. Google Local Guides system, which supports local businesses, was used for the application.

The campaign, designed by AlmapBBDO, was activated on World Consumer Day on the pages of over a thousand competing locations in 24 states. The goal was to be the brand that was purchased, if not the most searched brand on Google.

In this way, Burger King achieved great engagement at a low cost. The strategy, dubbed “Hacker King,” is not just about handing out coupons but about getting consumers out of the chain of thought and directly into the transaction, which demonstrates the brand's aggressive and technology-driven approach.