Supermac's - Bundee Burger - Eat the Buns not Bundee

In 2023, as Ireland rallied behind star player Bundee Aki at the Rugby World Cup, Supermac's seized the moment to both celebrate and innovate. Bundee Aki, not only a powerhouse on the rugby field but also Supermac’s brand ambassador, inspired the launch of the “Bundee Burger” - a new menu item destined to capture the hearts and appetites of rugby fans nationwide.

Supermac's campaign was not just about introducing a new burger; it was about connecting with the community magic of game day. To achieve this, we leveraged facial recognition augmented reality technology to create a gamified AR filter, giving fans the opportunity to play a game of their own!

"Eat the buns, not Bundee" challenged users to catch flying burgers on their screens, avoiding our beloved rugby star in the process, blending fun, food, and fandom into a single interactive experience.

The promotion was spearheaded by Ireland’s leading influencers, who invited their extensive followings to dive into the game. Participants competed for prizes, with the added incentive of sharing their high scores on the Supermac’s social media account. This approach fueled engagement and amplified reach through a powerful network effect, as scores and experiences were shared across platforms, aligning perfectly with the Rugby World Cup's communal spirit.

The results were a Grand Slam! The AR filter ranked in the top 10% of creators' effects on TikTok, showcasing its popularity and engagement levels. On average, users were so captivated that they interacted with the filter for 90 seconds, a significant duration in the fast-paced world of social media. Overall, the campaign generated a whopping 6 million impressions, underscoring its massive reach and impact.

Supermac's "Eat the buns, not Bundee" campaign exemplified how digital innovation could turn a promotional event into a community experience. By integrating state-of-the-art AR technology with Ireland’s love for rugby and Supermac's, this campaign not only promoted a product but also celebrated Irish culture, fostering a sense of pride and joy during the Rugby World Cup.